The soul of the corporation : how to manage the identity of your company - BOUCHIKHI; Kimberly (New Jersey : Wharton School Pub, 2008)
The Soul of the Corporation will help you clearly understand your company's identity, and then take control of it and leverage it for long-term adaptation and success.Drawing on real-life stories from the world's most prominent companies, the authors show how identity can be an extraordinararily valuable asset - and how, if not properly managed, it can become a huge liability.
Keywords: Brand name products -- Management; Business names -- Management; Corporate culture; Corporate image