In Pursuit of Reality
Article publication date: 1 October 1991
To what extent does a building reflect the image of the corporation? Frequently there is a relationship between business strategy and design. It would be a mistake to view this purely as fashion: there is a need to “brand” buildings as though they are items of merchandise. Facilities managers need to understand the organisation′s brands and markets so that investment in design and building complements the organisation′s market positioning.
Cassels, S. (1991), "In Pursuit of Reality", Facilities, Vol. 9 No. 10, pp. 5-6. https://doi.org/10.1108/EUM0000000002160
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