CORPORATE IDENTITY WITHIN THE HEALTH CARE INDUSTRY

Abstract

The objective of the paper is to research the latest literature on the corporate identity concept, its definition and dimensions, and general strategic management framework in the context of health care industry enterprises – hospitals and private clinics. The novelty of the paper is bringing together the framework of corporate identity concept with available research on the management of the health care organizations. This paper brings together findings by both, corporate identity researchers (Melewar; Balmer) and internationally recognised corporate identity development practitioners (Olins), and reflects strategic management frameworks related to the health care industry and its identity (Porter & Teisberg; Champy & Greenspun). The research methodology employed is a literature review implemented through the content analysis of recent scientific publications on corporate identity and health care management topics from the largest research paper databases, books and scientific conference materials, and review of other relevant secondary research data.