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Multiplicity in corporate identity strategy

Shirley Leitch (Associate Professor of Management Communication and Associate Dean of the Waikato Management School, University of Waikato, New Zealand.)
Judy Motion (Department of Management Communication, University of Waikato, New Zealand.)

Corporate Communications: An International Journal

ISSN: 1356-3289

Article publication date: 1 December 1999


In this article, van Riel’s theory of common starting points is applied to an organisation in order to further our understanding of the way in which multiplicity may be managed within the corporate identity mix. The article begins by outlining the challenges that postmodern theory has posed for corporate identity theory and the contribution that van Riel’s theory can make to addressing these challenges. The theory of common starting points is then applied to the corporate identity of the Mainfreight corporation.



Leitch, S. and Motion, J. (1999), "Multiplicity in corporate identity strategy", Corporate Communications: An International Journal, Vol. 4 No. 4, pp. 193-200.




Copyright © 1999, MCB UP Limited