The character, or personality, of an organisation can influence its corporate reputation; in particular, it can affect the way in which stakeholders view the organisation. Using the live case study organisation discussed in class (Gateley PLC), you are required to write a 3,000-word report considering the contribution of a strong corporate character (personality) to the reputation of the organisation. You should conduct a critical review of the organisation’s corporate character in relation to its reputation, considering in particular corporate identity and culture. Prepare a report addressing the following tasks: 1. Critically evaluate the concepts of corporate character, culture and identity and their impact on corporate reputation for organisations in general. 2. Conduct a critical analysis of your chosen organisation’s character, culture and identity, and their impact on its reputation, using a range of tools. 3. Recommend, with justification, a coherent corporate identity strategy, to strengthen the organisation’s reputation. Guidance notes For the purposes of this task the terms ‘character’ and ‘personality’ are understood to mean the same thing and are used interchangeably. To complete this task successfully, you should read widely around the topic. Reading should include not only academic materials, but also organisational documents, newspapers, magazines, market reports and online discussions. These should be used to provide evidence and examples to support points made, and reduce the number of unsupported, subjective comments. Such material should be fully referenced, to demonstrate the breadth of research undertaken. You should first examine the arguments and current debates relating to the interrelated concepts of corporate character or personality, corporate culture, and identity, and the extent to which there is agreement among scholars. This involves considering key concepts and models regarding reputation management. Good responses will critically compare and contrast the views and theories of different authors, and discuss the nature of the concept of ‘corporate character’ and the impact of corporate culture and identity on reputation. You should consider the key theoretical frameworks and concepts related to corporate character or personality, culture and identity as they relate to all organisations, in other words outline the general principles, which apply to every organisation regardless of size or function. You should use up-to-date illustrative examples to demonstrate that you understand the relevance of the concepts and how they work in practice. The second area requires a critical evaluation of the given organisation’s corporate character, culture and identity, including its strengths and weaknesses. This should include an evaluation of the impact of the current corporate character on the organisation’s reputation. You should use a range of tools for this evaluation, such as stakeholder analysis, gap analysis, perceptual mapping etc. You should propose and justify recommendations for a new corporate identity strategy for the organisation that will strengthen and protect its reputation. You are advised to avoid describing tactical solutions, but should provide strategic recommendations and advise the organisation how it can manage these changes. Consideration must be given to the financial and political consequences of implementing the recommended strategy. Stronger answers will examine the extent to which these changes may impact on the operation of the organisation as a whole. Criteria Weighting (If applicable) Critically evaluate the concepts of corporate character, culture and identity and their impact on corporate reputation for organisations in general. 20% Conduct a critical analysis of your chosen organisation’s character, culture and identity, and their impact on its reputation, using a range of tools. 40% Recommend, with justification, a coherent corporate identity strategy, to strengthen the organisation’s reputation. 40%
