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About This Document: This paper proposes a notion of corporate identity as strategic management and marketing performance by individuals, specifically one kind of performance that integrates business goals with philanthropic motivations. The integrative model of corporate identity management posited by Cornelissen and Elving (2003) is distinctive for attempting to "relate corporate identity dimensions to the management processes of deciding on a positioning strategy, and of developing codes of conduct and communication programs, as well as shaping organizational and environmental characteristics". We conducted a survey of the literature on corporate identity, corporate identity management, corporate social responsibility, and communication strategy. We then studied information available on the websites of four information and communication technology leaders; and after several iterations of exploring and learning via navigation of the websites, focused on one organization: Microsoft. This case study research is based on a content analysis of Microsoft's Unlimited Potential's website. Four strategies in Microsoft's corporate identity marketing performance become apparent: global intellectual exchange, story-telling and blogging, training, and partnerships. [PUBLICATION ABSTRACT]

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HUMAN ROLES AND COMMUNICATION STRATEGIES OF CORPORATE IDENTITY PERFORMANCE: ENHANCING GLOBAL IMAGE, LEADERSHIP, AND LEGACY OF A HIGH-TECH LEADER

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HUMAN ROLES AND COMMUNICATION STRATEGIES

OF CORPORATE IDENTITY PERFORMANCE:

ENHANCING GLOBAL IMAGE, LEADERSHIP, AND

LEGACY OF A HIGH-TECH LEADER

Sweety Law, California State University – East Bay

Jacques Verville, University of British Columbia - Okanagan

ABSTRACT

This paper proposes a notion of corporate identity as strategic management and

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