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Taking Brand Initiative: How Companies Can Align Strategy, Culture, and Identity Through Corporate Branding by Majken Schultz, Mary Jo Hatch

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Glossary of Key Terms

Corporate culture The values, beliefs, and basic assumptions espoused by an organization's top-level executives; expressed in official corporate documents, company brochures, and PR messages and advertising about the firm. (Compare organizational culture.)

Enterprise perspective The involvements of an organization viewed as a dynamic system of interests and activities, centered not necessarily on the organization or its business but on the context that makes the organization's activities useful and gives them meaning; places the organization within the context of its stakeholders’ reasons for relating to it and to each other.

Organizational culture The internal values, beliefs, and basic assumptions that embody the heritage ...

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