CORPORATE IDENTITY MANAGEMENT A case study of Corporate Identity within Linnaeus University Tutor: Sarah Philpson Authors: Mathias Kansbod 19901118-2517 [email protected] Examiner: Pejvak Oghazi Subject: Marketing Fredrik Wang-Andresen 19890604-4832 [email protected] Level and semester: Bachelor Thesis Spring 2012 Bachelor Thesis Linnaeus University Spring 2012 Mathias Kansbod Fredrik Wang-Andresen 1 Bachelor Thesis Linnaeus University Spring 2012 Mathias Kansbod Fredrik Wang-Andresen Acknowledgement This thesis is the concluding part of the Bachelors program in Marketing at Linnaeus University, Växjö, Sweden. The work was conducted during the spring semester 2012. We wish to thank everybody that contributed in some way valuable information to our thesis. It is with immense gratitude that we especially want to acknowledge the support and help from our tutor Sarah Philipson and from everyone who took the time to be a part of this thesis. Växjö, May 23th, 2012. Fredrik Wang-Andresen Mathias Kansbod [email protected] [email protected] 2 Bachelor Thesis Linnaeus University Spring 2012 Mathias Kansbod Fredrik Wang-Andresen Abstract Linnaeus University was created January first, 2010 and set step in to a market where the competition between universities is increasing. It’s in fact increasing to a degree where universities might be forced to shut down as a result of the competition. As the competition is growing, schools marketing efforts is getting more professional. Many universities now have a well thought out strategy for attracting students and to get a competitive advantage. In order to accomplish this it’s essential for organizations to acquire and retain some uniqueness that cannot be imitated by competitors and in the last two decades there has been an increasing attention paid to corporate identity management as a source of competitive advantage. Most researchers perceive corporate identity as an organization´s presentation of itself to its various stakeholders and the way it distinguishes itself from similar and/or competitive organizations. Using a qualitative research method we studied the case of Linnaeus University. The purpose of this research was to study how Linnaeus University is using their corporate identity in their communication against students and employers. After analyzing the results of our empirical study and reflecting on the theoretical framework we concluded that Linnaeus University places great emphasis in their identity, that it is of great importance to them and that they have put a lot of effort in their corporate identity and how they mediate it in their communication. They have a clear picture of they see the university and how they want to communicate the identity, the basis for this is clarity and a strong internal communication strategy. In accordance with the theoretical framework Linnaeus University has a good corporate identity management and the university is so far a success. We believe that there is further research that should be carried out in the field of corporate identity and image in the world of academics. More qualitative as well as quantitative empirical research would be interesting, especially to use a comparative research design investigating both several universities and potential students. Keywords; Corporate Identity, Corporate communication, Image, Corporate Identity Management, branding 3 Bachelor Thesis Linnaeus University Spring 2012 Mathias Kansbod Fredrik Wang-Andresen Index Introduction ................................................................................................................................................ 1 1. Preface .................................................................................................................................... 7 1.1 Background .......................................................................................................................... 7 1.2 Problematization ............................................................................................................... 8 1.2.1 Purpose ........................................................................................................................................... 9 Literature review 2.1 Corporate identity ........................................................................................................... 10 2.2 Corporate identity management ...................................................................................... 13 2.3 Corporate communication .............................................................................................. 14 2.4 Branding ......................................................................................................................... 15 2.5 Corporate Image ............................................................................................................. 15 2.7 Hypothesis and Research Model .................................................................................... 17 2.7.1 Establishment of research Model ................................................................................................. 17 2.7.2 Research Hypothesis .................................................................................................................... 18 2.8 Research question ........................................................................................................... 18 Methodology 3.1 Research approach .............................................................................................................. 20 3.1.1 Inductive vs Deductive Research ................................................................................ 20 3.1.2 Qualitative vs. Quantitative research ........................................................................... 21 3.2 Research design .................................................................................................................. 21 3.3 Data sources ....................................................................................................................... 22 3.4 Research strategy ................................................................................................................ 23 3.4.1 Case study .................................................................................................................... 24 3.5 Data collection method ....................................................................................................... 25 3. 5.1 Focus groups ............................................................................................................... 25 3.5.2 Observations ................................................................................................................ 26 3.5.3 In-depth interviews ...................................................................................................... 26 4 Bachelor Thesis Linnaeus University Spring 2012 Mathias Kansbod Fredrik Wang-Andresen 3.5.4 Qualitative content analysis ......................................................................................... 27 3.6 Data Collection Instrument ................................................................................................ 28 3.6.1 Operationalization and measurement of variables ....................................................... 28 3.6.2 Operationalization ....................................................................................................... 28 3.6.3 Interview guide/questionnaire design .......................................................................... 31 3.6.4 Semi-structured interviewing ...................................................................................... 31 3.7 Sampling ............................................................................................................................. 32 3.7.1 Sampling frame ............................................................................................................ 32 3.7.2 Sample selection .......................................................................................................... 32 3.8 Data analysis method ......................................................................................................... 33 3.8.1 Analytic induction ...................................................................................................................... 33 3.8.2 Grounded theory ........................................................................................................................ 33 3.8.3 Data reduction & pattern matching ......................................................................................... 33 3.9 Quality criteria .................................................................................................................... 35 3.9.1 Content validity/face validity ...................................................................................... 35 3.9.2 Construct validity ........................................................................................................ 35 3.9.3 External validity .......................................................................................................... 36 3.9.4 Reliability .................................................................................................................... 36 Empirical investigation 4.1 Interviewee guide ........................................................................................................... 37 4.2 Presentation of Linnaeus University