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

Name: Chutima Kessadayurat

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

Name: McKerrow, Raymie E.

Role: Advisor of thesis

Created: 2009

Modified: 2565-09-01

Issued: 2015-07-03

CallNumber: Dissertation C487B 2009 BU

eng

DegreeName: Doctor of Philosophy

Level: Doctoral Degree

Descipline: Communication Arts

Grantor: Bangkok University

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