Proceedings: Conference on Corporate Communication 2012 Page 1

Practical implications: The development of a conceptual definition and management process of
informal corporate identity will provide managers with an understanding of how corporate
identity communications can be better managed.
Limitation of study and future research direction: This is a conceptual study. There is a lack
of empirical evidence to support the arguments presented in this study. The absence of an
empirical analysis, presents an opportunity for future research.
Originality and value of paper: This paper provides an original contribution towards the field of
corporate identity by providing insight into how informal corporate identity expressed through
employee behavior can derail the total corporate identity communications process. Insights into
this process allow managers to circumvent a possible derailment in the total corporate identity
communications process by developing preventive measures that will avert such problems. A
work of this nature is highly limited within the literature and it therefore makes this study unique,
useful and original in all ramifications.
Type of paper: Conceptual
Keywords: Corporate identity, Corporate communications, Informal corporate identity.
Abstracts of <strong>Conference</strong> <strong>Proceedings</strong>: <strong>Conference</strong> on Corporate Communication 2012
Page 30