Factors Influencing Dominant Corporate Image Held by the Internal and External Publics
Keywords:
Dominant, Image, Internal, External, public, CorporateAbstract
This study was an extensive inquiry of corporate identity in up-scaling organizational image in a leading telecommunications service provider in Kenya. Presently, competition for clients and corporate positioning among the telecommunication providers in Kenya is very intense as it is strategic. To gain a competitive advantage, an organization ought to build a set of strategies, and resources that present superior business performance over the long term. This study sought to examine the influencing factors pointing to the most dominant image held by the internal and external publics. A case study approach was preferred and purposive sampling and convenience sampling were used to sample employees and clients of the telecommunication service provider. Data were generated using interviews, observation and critical document analysis. The data were summarized and organized into relevant themes for analysis and requisite interpretation. The findings of the study revealed that for an organization to attract external publics it must be in a position to improve its internal publics in terms of communication as well as their welfare. This ensures that the employees are proud of the organization and as a result send positive feedback to the outside world hence impacting positively to the organization. Additionally, the environment in which the company operates is vital as well as its corporate social responsibility, corporate citizenship, and ethical behavior and related community affairs. The study recommends that the importance of managing corporate identity for both the internal public and the external audience is undisputable. The study also recommends that CSR should be seen as a smart way of doing business in addition to encouraging innovation and partnering with the indigenous organization in order for the clients to identify with the brand.
Keywords: Dominant, Image, Internal, External, public, Corporate
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