Perspectives Of Cimb And Tnb In Developing And Managing Of Corporate Identity
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Date
2016-02
Authors
Bidin, Rosmiza
Journal Title
Journal ISSN
Volume Title
Publisher
Universiti Sains Malaysia
Abstract
The study of corporate identity is a complex whereby managers have to consider the
contextual nature of corporate identity interpretation and management, describing
corporate identity close to the operating environment, and to the thinking of people in
management. The study of corporate identity elements from the perception of
management in Asia, particularly in Malaysia is limited. Therefore this study tries to fill
the gap and enrich the data on the understanding of corporate identity elements in
Malaysia. We choose to study government link in Malaysia because government linked
company play an important role in economic development, and providing job
opportunities. especially in developing nations. However, experience of many countries
demonstrates that GLCs are usually less efficient than non-GLCs as measured by their
economic performance. Since the government had introduced the GLC transformation
programme since 2004 to improve GLC’s performance, it is therefore very important to
investigate GLC’s corporate identity from the managerial perspective. Specifically,
there are two main research questions to guide this study. Upper management’s
perception on the elements and management of corporate identity will be assessed from
three steps derived from the literature: the foundation of identity infrastructure, the
identity strategy and the identity expression. This study employs qualitative, case study
method where two GLCs were approached and four higher level managers (the
Chairman, the CEO, the Vice President, and the Corporate Communication Manager)
were interviewed. Organisational documents were also used to triangulate the data. Result confirmed that the GLS’s upper management perception on the elements of
corporate identity is parallel to the literature. We also introduce newly emerging factor,
which is the role of government in influencing corporate identity process. The findings
could be used to increase the knowledge about the understanding of corporate identity
elements especially on its conceptions and management. As noted earlier, despite the
voluminous literature the corporate identity concepts remain unclear and ambiguous, and
have been used with other terms interchangeably and imprecisely. After comparing
different understanding from Malaysia and international literature, across countries,
across time (modern versus traditional), and across job specifications (practitioners
versus academicians), it is expected that a detailed understanding on the corporate
identity elements will be achieved and clarified. In addition, this study will generate
new knowledge by introducing conceptions significant to Asian culture and the way of
doing business.
Description
Keywords
Corporate identity