METHODOLOGY OF ASSESSMENT OF THE CORPORATE IDENTITY MANAGEMENT IN HEALTH CARE
METHODOLOGY OF ASSESSMENT OF THE CORPORATE IDENTITY MANAGEMENT IN HEALTH CARE

Summary/Abstract: Corporate identity as a strategic managerial concept was first distinguished in 1970s in relation to design and visual identity research. Explicit management of various corporate identity dimensions was found to facilitate achieving and strengthening of competitive advantage for individual corporations (Melewar and Karaosmanoglu 2006, Suvatjis et al 2012). However, little effort has been devoted to research corporate identity management within public sector enterprises (Mohamad et al 2007, Melewar 2012), and there has been no research accomplished on corporate identity management in health care. Methodology of assessment of the corporate identity management in the health care is introduced, including the following four parts: theoretical review, industry analysis, qualitative research, and quantitative research. Theoretical review discusses definitions of corporate identity and its management and provides the conceptual framework for corporate identity management taking into specifics of the health care industry. Industry analysis provides insights into the specifics of the health care industry, highlighting the major differences from other industries in order to provide input for further decision-making regarding the research design. The chosen research design relates to the sequential-exploratory strategy (a mixed method), which includes expert interviews and surveys as qualitative research methods, and industry participant surveying as a quantitative research method. Expert interviews are used for obtaining informed opinions from the health care industry experts and expert surveys are used to clarify expert understanding of the corporate identity concept. Meanwhile, the conceptual model is adjusted to the informed judgement of industry experts (Brown 1968). Survey of industry participants is implemented to expand on the qualitative findings and conceptualization of the framework for the management of corporate identity dimensions in the health care industry (Creswell 2003). It is concluded that the proposed methodology can serve as basis for the empirical research of corporate identity management in a particular health care services market with a specific health care system.

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