Triggers of Generic Corporate Identity: A Six Factor Analysis

Abstract

This paper attempts to make a conceptual analysis of the factors that trigger the development of generic corporate identity in business organizations. This objective is accomplished through a review of literature domicile with the disciplines of management, business studies and corporate communications. Thus, a number of factors including 1-mimetic isomorphism, 2-coercive isomorphism, 3-intelligence and behaviour, 4-corporate social responsibility, 5-corporate architecture and 6-multinational trade, are presented as factors activating this phenomenon. Consequently, these factors, which provide insights into the nature of generic corporate identity adds to the development of theory and increases a scholarly understanding of this phenomenon.