Das CI-Dilemma Book by Ingrid Keller - Bookswagon
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Das CI-Dilemma

Das CI-Dilemma


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About the Book

Mitte der 70er Jahre fUhrten wir im Institut fOr Marktpsychologie Dr. Gert Gutjahr, Mannheim, die ersten Untersuchungen zum Thema Corporate Identity durch. Untersuchungsgegenstand war die OberprOfung der Wir- kung von Corporate-Identity-MaBnahmen beim Verbraucher. Wir stellten dabei fest, daB die MaBnahmen zwar eine hohe Akzeptanz, aber kaum GlaubwOrdigkeitszuwachse brachten. Okonomisch meBbare Unterneh- menserfolge blieben ebenfalls aus. Was war passiert? Die Corporate-Identity-MaBnahmen erschOpften sich in neuen Layouts, neuen Firmensignets und einheitlichen Gestaltungsrichtli- nien fUr Druckschriften und BriefbOgen. Diese waren von der obersten FOhrungsebene zusammen mit einer Agentur entwickelt worden. Die Mitarbeiter ("das FuBvolk") betrachteten diese Aktivitaten mit innerer Distanz und MiBtrauen. GemaB dem Ausspruch von Watzlawik, daB "kei- ner nicht kommunizieren kann", Obermittelten sie im Kundenkontakt und in der sozialen Umwelt diese Skepsis entweder direkt - durch verbale Au- Berungen - oder indirekt Ober ihr Verhalten. Mit dieser Kommunikation wurde die Absicht des Managements, namlich mittels eines neuen Erscheinungsbildes den "neuen Geist" des Unterneh- mens darzustelIen, torpediert. Erste Hinweise dafOr, daB die Kommunikation der Mitarbeiter Ursache fUr die Erfolglosigkeit der Corporate-Identity-MaBnahmen war, lieferten die Interviews mit Kunden und Verbrauchern. Gesprache mit einigen Mitar- beitern konkretisierten diesen Befund. In den darauffolgenden J ahren haben wir uns dann intensiver mit dem Pha- nomen CI und seinen vielfaltigen Facetten beschaftigt. Dabei war festzu- stellen, daB das Label Corporate Identity fUr eine Vielzahl von Einzel- Aktivitaten genutzt wurde, zum Beispiel fUr GestaltungsmaBnahmen, Werbung, Public Relations. Es wurde Synonym fOr Unternehmenskultur, -persOnlichkeit und -image und mit Begriffen wie Unternehmensphiloso- phie und Unternehmensziele gleichgesetzt.


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Product Details
  • ISBN-13: 9783663057994
  • Publisher: Gabler Verlag
  • Binding: Paperback
  • Height: 210 mm
  • No of Pages: 156
  • Series Title: German
  • Sub Title: Abschied Von Falschen Illusionen
  • Width: 148 mm
  • ISBN-10: 3663057992
  • Publisher Date: 13 Sep 2012
  • Edition: 0002-Softcover Repri
  • Language: German
  • Returnable: N
  • Spine Width: 9 mm
  • Weight: 249 gr


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