แจ้งเอกสารไม่ครบถ้วน, ไม่ตรงกับชื่อเรื่อง หรือมีข้อผิดพลาดเกี่ยวกับเอกสาร ติดต่อที่นี่ ==>
หากไม่มีอีเมลผู้รับให้กรอก thailis-noc@uni.net.th ติดต่อเจ้าหน้าที่เจ้าของเอกสาร กรณีเอกสารไม่ครบหรือไม่ตรง

Bangkok University's adaptation to globalization a study in corporate identity

LCSH: Corporate image -- Case studies
LCSH: Bangkok University -- Administration
LCSH: Corporate culture -- Thailand -- Case studies
LCSH: Universities and colleges -- Administration -- Case studies
LCSH: Communication in management -- Thailand -- Case studies
Abstract: Under globalization, the study of corporate identity from a single and, particularly modern, perspective is insufficient to provide a deep understanding of an organization’s corporate identity. The consequences of globalization that influence changes regarding an organization’s identity suggested the possibility of studying an organization’s 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 Balmer’s (2003) Corporate Identity Management Mix. While Balmer’s 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 Gergen’s (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 University’s stakeholder’s multiple interpretations, as resulting from its relationships, unveils the fragmented identity of Bangkok University. This research employed qualitative methodology. In-depth interviews of Bangkok University’s executives and stakeholders and the analysis of corporate documents serve as the primary methods for eliciting the understanding of Bangkok University’s 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 University’s Corporate Identity and, 2) The multiple interpretations of Bangkok University’s stakeholders. The first section revealed the transformation of Bangkok University’s corporate identity from its origin as Bangkok College until the present, Bangkok University. The second section divulged the multiple interpretations of the University’s 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 University’s corporate identity could be ascertained through incorporating a postmodern perspective into Balmer’s Corporate Identity Management Mix. By incorporating a western developed theory, Balmer’s 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 Balmer’s 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 stakeholder’s multiple interpretations make possible the fragmented corporate identity and should incorporate diverse perspectives into its promotion of a corporate identity.
Bangkok University. Library and Learning Center
Address: BANGKOK
Email: library@bu.ac.th
Role: Advisor of thesis
Created: 2009
Modified: 2565-09-01
Issued: 2015-07-03
CallNumber: Dissertation C487B 2009 BU
eng
Descipline: Communication Arts
©copyrights
RightsAccess:
ลำดับที่.ชื่อแฟ้มข้อมูล ขนาดแฟ้มข้อมูลจำนวนเข้าถึง วัน-เวลาเข้าถึงล่าสุด
1 chutima.kess.pdf 1.29 MB
ใช้เวลา
0.020379 วินาที

Chutima Kessadayurat
Title Contributor Type
McKerrow, Raymie E.
Title Creator Type and Date Create
Copyright 2000 - 2025 ThaiLIS Digital Collection Working Group. All rights reserved.
ThaiLIS is Thailand Library Integrated System
สนับสนุนโดย สำนักงานบริหารเทคโนโลยีสารสนเทศเพื่อพัฒนาการศึกษา
กระทรวงการอุดมศึกษา วิทยาศาสตร์ วิจัยและนวัตกรรม
328 ถ.ศรีอยุธยา แขวง ทุ่งพญาไท เขต ราชเทวี กรุงเทพ 10400 โทร. โทร. 02-232-4000
กำลัง ออน์ไลน์
ภายในเครือข่าย ThaiLIS จำนวน 0
ภายนอกเครือข่าย ThaiLIS จำนวน 2,909
รวม 2,909 คน

More info..
Database server :
Version 2.5 Last update 1-06-2018
Power By SUSE PHP MySQL IndexData Mambo Bootstrap
มีปัญหาในการใช้งานติดต่อผ่านระบบ UniNetHelp


Server : 8.199.133
Client : Not ThaiLIS Member
From IP : 216.73.216.149