The Integration Between Corporate Culture, Identity and Image: The Emergence of a New Industry?

This paper explores the implications of the breakdown of the boundary between organization and environment by studying how different types of professional firms develop new services which combine internal and external issues of the client company. The paper shows how professional firms within management, public relations, advertising and corporate design perceive and enact the relationship between corporate culture, identity and image in relation to their client companies. These firms offer different kinds of integrated frameworks like integrated communication and vision management, which cross institutionalized boundaries both between the professional firms and within the client companies. The study shows that a smaller number of the professional firms have developed services which integrate corporate culture, identity and image in such new and holistic ways that it points to the emergence of a new professional field.