Corporate Behaviour

The term corporate behavior ( Amer. engl. Corporate behavior) or corporate behavior referred to as part of the corporate identity ( corporate identity ), the behavior of an undertaking to achieve its corporate objective.

Content

As another element of corporate identity (CI ) next Corporate Communication (CC ) and the Corporate Design ( CD), the corporate behavior of an enterprise is considered. The corporate behavior is flexible and changeable, as it rather describes a process to achieve a business objective as the objective to be achieved even. Evaluation criterion a cohesive corporate behavior here is the stringency and consistency of behavior to achieve a corporate goal. The stringency can be described by the homogeneity or heterogeneity of economic, communicative, and social implications and consequences. The corporate behavior is the real, outgoing conduct and behavior of an enterprise, the perceptible activities by the stakeholders (stakeholders) (employees, customers, shareholders, the media), by increasing the credibility plays a central role. Thus, the corporate behavior refers to the perspective from outside a company and often differs from statements made in the form of the company's mission statement ( corporate philosophy ) and the corporate guidelines. Credible a company is only when principles of conduct exist, for example, a code of conduct in terms of corporate behavior.

Species

The corporate behavior can be divided into conditional, monetary behaviors (eg ): Price behavior / supply behavior, products ( lines, divisions ), sales, investment / financing behavior and non-monetary behaviors (eg ): Social behavior, communication and information behavior, roughly divided.

Measurement

The corporate behavior can also be measured in terms of financial communication: communication of monetary image of corporate development and communication of corporate strategy ( So, in what is actually invested - this corresponds to the communicated image as I go as a company with my money order ).

Swell

  • Birkigt K. / M. Stadler (2002): Corporate Identity basics, Munich, Verlag Moderne Industrie, ISBN 3-478-25540-6
  • Keller, I.G. (1993 ): The CI DILEMMA, Betriebswirtschaftlicher Verlag Gabler, Wiesbaden
Corporate Social Responsibility
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