Deriving an operational measure of corporate identity

Highlights the role corporate identity plays in corporate communication. Based on the work of Albert and Whetten derives three criteria to guide management decisions on corporate identity: centrality to the organization, specificity to the organization and continuity over time. These criteria can serve as guidelines when empirical measurement of an organization's existing identity is conducted. Illustrates the criteria with an example of empirical identity measurement using means‐end analysis. Suggests centrality in the means‐end structure of organization members' activities as an operationalization with the potential to encompass all three criteria.