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Culture, Identity and Image Consultancy: Crossing Boundaries between Management, Advertising, Public Relations and Design

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This paper explores how different types of professional firms develop new services that integrate the concepts of corporate culture, identity and image. The paper is based on a survey study of 93 professional firms in Denmark. It shows how professional firms in management, public relations, advertising and corporate design perceive and apply integrated services, such as integrated communication, corporate communication and vision management. The study demonstrates that the development of integrated frameworks requires that professional firms include new forms of professional skills and challenge the notion of what their own business is about. It also shows that a smaller number of the professional firms have developed services which integrate corporate culture, identity and image in such new and holistic ways as to point to the emergence of a new professional field.Corporate Reputation Review (1998) 2, 29–50; doi:10.1057/palgrave.crr.1540065
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Document Type: Research Article

Publication date: 1998-01-01

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