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Real Identities for Virtual Corporations? Communicating with the Customer in a Global Market
Author(s) -
Häusler Jürgen
Publication year - 1995
Publication title -
design management journal (former series)
Language(s) - English
Resource type - Journals
eISSN - 1948-7169
pISSN - 1045-7194
DOI - 10.1111/j.1948-7169.1995.tb00440.x
Subject(s) - leverage (statistics) , business , loyalty , meaning (existential) , context (archaeology) , marketing , public relations , computer science , psychology , paleontology , machine learning , political science , psychotherapist , biology
IN THE INTERNATIONAL MARKETPLACE Jürgen Häusler highlights differentiation, the management of change, and securing employee loyalty as essential elements in any company's communication effort. In this context, he goes on to review the meaning and definition of identity for the telecommunications industry in a business environment where corporations increasingly leverage their talents and reach—but risk diluting their identities—by working together as independent members of large multi‐national consortia.