Corporate reputation, identity and image findings of and empirical study on the United Kingdom’s Armed Forces’.

Thomson, John R; Donaldson, W

Abstract

This paper reports on a study that explores how difficult or otherwise it is to create, maintain and sustain the corporate reputation, identity, and image of the UK's Armed Forces in a dynamic and ever changing global and operational environment.
The aim of this paper is to understand the complexity of attempting to apply the existing concepts and theories relating to reputation, identity and image in a diverse and complex organisation such as the Ministry of Defence (MOD) and in the context of its equally diverse publics and stakeholders.
An in depth review was carried out of the prevailing literature in the fields of corporate reputation, identity, image and branding in parallel with a review of the MOD and its constituent parts: namely, the MOD itself as one of the Departments of State, the Royal Navy (RN), Army, and the Royal Air Force (RAF).

The resultant qualitative research consisted or twenty-one in-depth interviews of key strategic level policy makers, decision makers or commanders within the MOD and the UKs Armed Forces based in the UK and overseas.

Citation

Thomson, J. R., & Donaldson, W. (2007, March). Corporate reputation, identity and image findings of and empirical study on the United Kingdom’s Armed Forces’. Presented at ICIG Symposium

• Conference Name: ICIG Symposium
• Start Date: Mar 22, 2007
• End Date: Mar 22, 2007
• Publication Date: 2007
• Deposit Date: May 25, 2015
• Peer Reviewed: Peer Reviewed
• Keywords: Corporate reputation; identity; image; branding; stakeholders
• Public URL: http://researchrepository.napier.ac.uk/id/eprint/8269