DEVELOPING A CORPORATE IMAGE FOR A MEDIUM-SIZED ORGANIZATION

A corporate image for a medium-sized organization was developed within the scope of a lon,rr:term consultation project. The starting point w as a questionnaire distributed to the company's employees (full survey ) who were asked to answer questions concerning the present strengths and weeknesses of the company. In addition, a selected number of emplo yees were interviewed individually with regard to the goals and potent ials of the company. Results were then formulated into guiding princip les which were presented in the course of an information market and di scussed and evaluated by ail employees. A special feature in the docum ented development of the corporate image, besides the small size of th e organization (ca. 60 employees), was the high degree of participatio n of the employees in comparison to the low degree of influence taken by the company's management. In contrast to procedures often reported in the previous literature, this may lead to greater acceptance as wel l as more practical meaning of the corporate image within the company.