Author(s)

D. Christie, C. Fraser & M. Barker

Abstract

The process of identifying an organisation’s corporate image is complex and multi-faceted, and the need for a dedicated system to collect, analyse and disseminate the required information was identified. This paper will summarise a doctoral thesis on the development and testing of an innovative management information system specifically developed to identify an organisation’s corporate image. The system is based on the collection, processing and dissemination of primary data with regard to three key image perspectives -the self image, the projected image, and the perceived image of the organisation. Each image perspective is examined as a series of sub-components or facets. For example, image relating to environmental management and risk management can be analysed as individual factors. The system then identifies degrees of positive and negative congruence between the three image perspectives. Through a graphical interface, each component is illustrated and a holistic corporate image is constructed. This then supports the organisational decisions required to optimise strategy.

Keywords