Bản sắc doanh nghiệp như một yếu tố thúc đẩy và rào cản trong việc theo đuổi các mục tiêu doanh nghiệp
Tóm tắt
Mục đích của bài báo này là xem xét mối quan hệ giữa bản sắc doanh nghiệp, tiếp thị doanh nghiệp và việc theo đuổi các mục tiêu doanh nghiệp, đặc biệt là những mục tiêu đòi hỏi hành động ở mức độ xã hội.
Nghiên cứu dựa trên việc tổng hợp tài liệu và phương pháp nghiên cứu tổng thể, đa phương thức, sử dụng các bản tin qua email, phỏng vấn, trang web, bài báo truyền thông và tài liệu của tổ chức.
Bản sắc doanh nghiệp có thể đóng vai trò như một rào cản đối với hành vi, hạn chế các lựa chọn chiến lược và chiến thuật. Nó cũng có thể là một nguồn lực chiến lược giúp nâng cao khả năng hành động. Bảy đặc điểm rõ rệt của các tổ chức tạm thời được xác định trong bài báo giúp họ vượt qua một số rào cản mà các loại tổ chức khác gặp phải trong việc theo đuổi các mục tiêu doanh nghiệp cần đến hành động ở mức độ xã hội.
Hướng nghiên cứu tương lai bao gồm: phân tích và phát triển lý thuyết liên quan đến việc thiết kế và tiếp thị một “quản lý hiện tại” dạng bản sắc doanh nghiệp (CI); mở rộng phân tích này tới các loại tổ chức tạm thời khác; và khám phá thêm các tác động của tạm thời đối với tiếp thị doanh nghiệp.
Triển khai định nghĩa “năng động” của bản sắc doanh nghiệp có thể đưa các nhà thực hành vượt ra ngoài phương pháp dựa trên kiểm toán, với việc tập trung vào việc hiểu “tổ chức là gì”, đến một phương pháp chiến lược trong tiếp thị doanh nghiệp tập trung vào câu hỏi tạm thời “tổ chức muốn trở thành gì?”.
Bài báo này bắt đầu giải quyết hai khoảng trống quan trọng trong văn liệu tiếp thị doanh nghiệp và bản sắc doanh nghiệp: thứ nhất liên quan đến bản sắc doanh nghiệp và tính tạm thời; và thứ hai liên quan đến các tổ chức tạm thời, đặc biệt là các tổ chức trước mặt. Bài báo xác định bảy đặc điểm rõ rệt của các tổ chức trước mặt, tạo cơ sở cho nghiên cứu tương lai.
Từ khóa
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