경쟁적 가치 관점에서 본 기업아이덴티티의 구성요소

다국어 초록 (Multilingual Abstract)

As brands in a product category are getting undifferentiated with intense competition among companies, consumers tend to select a brand on the basis of corporate value as a whole, such as preference or good impressions about a company rather than the physical characteristics of brands. Accordingly, companies are getting interested in corporate identity as a tool which may enhance the competitive value of a company. However, the topic of corporate identity has been researched not so rigorously but merely to the level of propositions so far. Therefore, we attempt to establish the systematic definition of corporate identity in a competitive value perspective and also investigate the elements of corporate identity for measuring competitiveness through an empirical study. The results are the following. First, corporate identity in a corporate competitiveness perspective is shown to be formed through and evaluated on the basis of the five elements which are product, service, personnel, distribution, and image. Second, image is, among the five elements, shown to be the most important element. The results appear similar in the two types of product category which are personal computer and instant snack foods. In conclusion, this study offers the evaluation criteria of corporate identity related to the corporate competitiveness. And it also offers the direction of strategic thrust to corporate decision makers intending to enhance corporate competitiveness through corporate identity restructuring.