ABSTRACT

This chapter focuses on what Illia and Bauer ( 2009 ) characterise as ‘corporate persona’ – namely, how organisations defi ne themselves. 1 The concept has its roots in psychology and the organisational culture underpinning identity formation, described in a later section. The ideas manifest themselves in the corporate and organisational worlds in terms of elements such as identity, image, and reputation as well as the particular organisational culture in which they are nested and which they refl ect and project. In the past decade, the study of corporate persona has concentrated on identity, notably in the work of a number of scholars who consider the company a social actor (Whetten 2006 ) that holds multiple identities (Balmer and Greyser 2002 ) and copes with its multiple identity gaps (Hatch and Shultz 2002 , 2008 ; Balmer 2012 ) as well as issues of corporate marketing (Balmer and Greyser 2006 ; Balmer et al. 2009 ) and reputation (van Riel 1995 ).