Branding, Universities, Corporate identity, Organisational identity, Student recruitment,

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Extensive research has been undertaken into the proposition that certain organisational arrangements and working methods (e.g. centralisation, functional specialisation, multi-disciplinary teamworking and training, organisation-wide reward systems) influence the levels of dysfunctional conflict in businesses. The present study assessed the relevance of these variables for explaining the existence of conflict between marketing and other departments within non-profit organisations. Additionally the investigation examined the role of "psychological distance" (a construct borrowed from the international marketing literature) as a possible determinant of conflict. A total of 148 marketing managers of large UK charities completed a questionnaire exploring these matters. It emerged that several of the factors known to mitigate dysfunctional conflict in the commercial world exerted similar effects in many of the sample charities. Psychological distance was significantly associated with both the presence of dysfunctional conflict within a charity and the manners whereby conflict resulted in adverse organisational consequences.

PurposeThe purpose of this paper is to determine the potential contributions of corporate art collections (CACs) to the process of corporate identity management within companies.Design/methodology/approachRespondents in 181 enterprises in nine different countries completed a questionnaire concerning the roles of CACs in symbolising a firm's core values and culture, influencing the attitudes and behaviour of employees, and developing a company's external image. A regression analysis identified the variables that determined the primary roles of CACs in particular businesses.FindingsCACs were routinely employed to facilitate marketing communications (internal as well as external) and to project corporate identities, including aspects related to a company's core values. Additionally collections were frequently used to symbolise core values to a firm's employees.Research limitations/implicationsLess than a majority of the sampling frame returned the questionnaire. Only a single manager was approached in each enterprise. Case studies of the roles of different kinds of CAC (classical, contemporary, etc.) in disparate industry sectors are required.Practical implicationsThe results demonstrate that CACs represent a powerful marketing communications weapon capable both of attracting clients and developing corporate identity.Originality/valueMore than half the Fortune 500 companies and around 2000 other major enterprises in Europe and North America now collect art. This research was the first ever to investigate the use of CACs for marketing (especially corporate identity building) purposes.