Abstract:
Under globalization, the study of corporate identity from a single and, particularly modern, perspective is insufficient to provide a deep understanding of an organizations corporate identity. The consequences of globalization that influence
changes regarding an organizations identity suggested the possibility of studying an organizations corporate identity from a relational perspective. While the corporate identity theory dominated by a modern perspective aims at predicting and managing
corporate identity, an alternative perspective, specifically a postmodern perspective, enhances the corporate identity researcher to ascertain its intricate nature. In this study, Bangkok University, a well-known private higher education institution in
Thailand, was selected to be the case study for understanding its corporate identity under globalization. The main purpose of this paper is to demonstrate that under globalization, Bangkok University identity is too complex to be understood through Balmers (2003) Corporate Identity Management Mix. While Balmers theory aims mainly at managing corporate identity, when globalization is considered, multiple relationships which permit stakeholders interpretations toward corporate identity, the theory needs to be revisited. According to Gergens (1991) Saturated Self, globalization, as primarily resulting from the advancement of technology, allows Bangkok University to create new social and global linkages and enhances the possibility of multiple relationships between the University and its stakeholders. Further, the Universitys stakeholders multiple interpretations, as resulting from its relationships, unveils the fragmented identity of Bangkok University. This research employed qualitative methodology. In-depth interviews of Bangkok Universitys executives and stakeholders and the analysis of corporate documents serve as the primary methods for eliciting the understanding of Bangkok Universitys corporate identity. The Taxonomy Analysis, employed in the study as the coding process, divulged different emergent themes reflecting the fragmented identity of Bangkok University under globalization. The finding was discussed in two consecutive sections including; 1) The construction of Bangkok Universitys Corporate Identity and, 2) The multiple interpretations of Bangkok Universitys
stakeholders. The first section revealed the transformation of Bangkok Universitys corporate identity from its origin as Bangkok College until the present, Bangkok University. The second section divulged the multiple interpretations of the Universitys stakeholders regarding Bangkok University. Based upon the findings, this research proposes an alternative approach for
understanding the corporate identity of Bangkok University called An Integrated Perspective. This alternative approach highlights the possibility that the deep understanding of Bangkok Universitys corporate identity could be ascertained
through incorporating a postmodern perspective into Balmers Corporate Identity Management Mix. By incorporating a western developed theory, Balmers Corporate Identity Management Mix, into the context of a Thai higher education institution, this
study aims at generate a local or emergent knowledge of corporate identity of a Thai higher education institution. In conclusion, rather than adhering tightly to Balmers Corporate Identity Management Mix for predicting and managing the corporate identity of Bangkok University, the institute needs to realize that the consequence of globalization, the technology advancement and multiple relationships, which allows the possibility of diverse interpretations and calls for an openness to the flexibility and fluidity of corporate identity. Although, it is necessary that Bangkok University needs to communicate its identity in such a way that promotes a clear sense of its mission to stakeholders, the University needs to acknowledge that the stakeholders multiple interpretations make possible the fragmented corporate identity and should incorporate diverse perspectives into its promotion of a corporate identity.