Organizational Communication Case Study: Coca Cola Company
Communication and Organizations
CM9002
Organizational Communication Case Study: Coca Cola Company
[pic]
Hugo Zwier – 335216
Justin Verhulst – 335279
Geert van den Hoek – 321047
Spencer Bates –
Table of Contents
Page 2 – Concept: 'organizational identity'
Page 5 – Data: Coca Cola Company
Concept
In this case study of the Coca Cola corporation Coca Cola's corporate identity will be analyzed. This will be done through analysis of a few advertising campaigns. In this way, Coca Cola's external identification attempts can be understood from an organizational communication perspective. However, to understand these 'branding' efforts it is imperative to know what the concept of 'organizational identity' is about and what its key aspects are.
First of all, it is eminent to be familiar with 'identity' in order to grasp the concept of 'organizational identity'. Identities can be explained as 'structures or patterns that can be recognized and validated as unique, autonomous and relatively stable in time and space' (Cheney et al., 2011: 108). Historically seen, the Latin word 'identitas', where the concept of identity comes from, highlighted the similarity between individuals. So back in the days the concept focussed less on differences, but more on sameness. Identity nowadays refers to 'something special that characterizes a social entity and sets it apart from its surroundings' (Cheney et al., 2011: 108). So in one sense, boundaries are created that set the person or organization apart from its direct environment. This is necessary for an organization to understand the organizational purpose and its functioning, as well as to make sense of their environment. Basically, this means that boundaries are necessary for the identity-holder to get to know themselves. Relevant here are also the different views taken on identity, as discussed by the famous sociologist Durkheim. In ancient or tribal societies identity was mainly given to the individual or in other words,
CM9002
Organizational Communication Case Study: Coca Cola Company
[pic]
Hugo Zwier – 335216
Justin Verhulst – 335279
Geert van den Hoek – 321047
Spencer Bates –
Table of Contents
Page 2 – Concept: 'organizational identity'
Page 5 – Data: Coca Cola Company
Concept
In this case study of the Coca Cola corporation Coca Cola's corporate identity will be analyzed. This will be done through analysis of a few advertising campaigns. In this way, Coca Cola's external identification attempts can be understood from an organizational communication perspective. However, to understand these 'branding' efforts it is imperative to know what the concept of 'organizational identity' is about and what its key aspects are.
First of all, it is eminent to be familiar with 'identity' in order to grasp the concept of 'organizational identity'. Identities can be explained as 'structures or patterns that can be recognized and validated as unique, autonomous and relatively stable in time and space' (Cheney et al., 2011: 108). Historically seen, the Latin word 'identitas', where the concept of identity comes from, highlighted the similarity between individuals. So back in the days the concept focussed less on differences, but more on sameness. Identity nowadays refers to 'something special that characterizes a social entity and sets it apart from its surroundings' (Cheney et al., 2011: 108). So in one sense, boundaries are created that set the person or organization apart from its direct environment. This is necessary for an organization to understand the organizational purpose and its functioning, as well as to make sense of their environment. Basically, this means that boundaries are necessary for the identity-holder to get to know themselves. Relevant here are also the different views taken on identity, as discussed by the famous sociologist Durkheim. In ancient or tribal societies identity was mainly given to the individual or in other words,
References: Albert, S. & Whetten, D.A. 1985. Organisational Identity. Research in Organisational Behaviour. Cheney, G. 1983. The Rhetoric of Identification and the study of Organizational Communication. Quarterly Journal of Speech, 69: 143-158. Cheney, G., Christensen, L.T., Zorn Jr., T.E. & Ganesh, S. 2011. Organizational Communication in an Age of Globalization: Issues, Refelctions, Practices. Long Grove, Illinois: Waveland Press, Inc.