C&O Identity

The sum of the characteristics of a company represents the corporate identity. The concept of corporate identity is based on the assumption that companies as social systems are perceived as people and can act in a similar way. In this respect, the company is assigned a quasi-human personality.

The corporate identity is thus the company`s self-image. The question to define corporate identity is: Who do we want to be. The determinates of corporate identity are the visual identity symbols and other icons and forms of behaviour.

Organizational identity describes the understanding and claims of employees and outsiders of the character of an organization that distinguishes it from its peers or rivals. The question to define organizational identity is: Who are we? And How will someone recognize us? The determinates of organizational identity are the central, enduring, and distinctive characteristics of the organization. The dimensions of the judgment of organizational identity are stakeholders’ understanding and claims of organizational character traits as conditioned by the image of the industry or group of organizations that the organization is thought to be a member of.

It is possible to have multiple identities there are two strategic concepts: The multiplicity of identities within an organization. And the Identity Synergy: How well multiple identities complement each other. But to have multiple identities could get worse when the identities maybe cause conflicts.

I think in some points Nestlé has a mismatched corporate identity and organizational identity. Nestlé says in their corporate identity, they want to stand up for good human rights, work conditions, and environmental protection. They are very interested in the health of the environment and human beings. But, by some investigative research, it comes out that Nestlé is not holding their promises, especially in the areas of human rights, work conditions and environmental protection. An example of that is the movie: dirty chocolate.