A strong corporate identity cuts two ways: Who do you think you are?

Abstract

Purpose

Reviews the latest management developments across the globe and pinpoints practical implications from cutting‐edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

For many years, Gillette benefited from its close association with England's first one‐day cricket competition. Eventually, however, the American company withdrew its support and a new sponsor was brought in. Quite simply, the Gillette Cup was so entrenched as the competition's name that people were no longer identifying the sponsor with the product.

Originality/value

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to digest format.

Citation

(2009), "A strong corporate identity cuts two ways: Who do you think you are?", Strategic Direction, Vol. 25 No. 10, pp. 5-8. https://doi.org/10.1108/02580540910992989