CHAPTER 4

Managing the Corporate Character of the Enterprise: Identity, Purpose, Culture, and Values

Shannon A. Bowen, Ginger Hardage, and Wendi Strong

Previous chapters noted that enterprises and brands are perceived by their stakeholder as if they have personal qualities.1 These qualities—values and culture—make up what would be called their character. This chapter focuses directly on what corporate character is and the factors that impact how enterprises create and convey values, leading to decisions that affect the organization and stakeholders. An important part of the enterprise model focuses on how corporate character is created and the role of the chief communication officer (CCO) in establishing, maintaining, and altering enterprise ...

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