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Internal flexibility refers to working time and functional mobility, external flexibility to the use of temporary workers and outsourcing of employees e. According to the literature, modern employers should offer the following deal: opportunities for valuable training and career development as well as a better fine-tuning of work and non-work obligations through work time flexibility in exchange for less job security e.

To summarize the consequences: it is believed that the key features of the employment relationship ER have to change. The ER encompasses several aspects: economic, legal, political, social, and psychological ones. At least in Western Europe, monetary yields economic dimension as well as work time, labour contract, and health and safety at work are embedded in collective agreements and labour law legal dimension. Both dimensions relate to material outcomes, the political and social dimensions to processes. Conditions of employment are, to a great extent, still an outcome of collective negotiations between employer and employee delegates institutionalised political dimension.

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while. Read preview. Introduction: The modern commitment deal Since the s, many Human Resource Management scholars have supposed a change in the relationship between employers and employees: a so-called 'new deal'.

Budhwar; Yaw A. Debrah Routledge, Read preview Overview. Ewert Westview Press, Wilson, Woodrow The Columbia Encyclopedia, 6th ed. Through conducting literature research and personal interviews the goal is to develop a concept and an approach of how to start working on corporate identity and to set interventions during the postmerger process to support a successful integration. The existing interdependencies between the individual action fields are to be seized and from it approaches for the organisation of the integration transaction to be derived.


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The argument course of the present work can be subdivided on the basis of this central questions into the following main issues:. In the context of this dissertation the task is to provide background information about business specifics of corporate identity and integration management.

The focus of this work will be on the configuration of integration by the acquiring enterprise and will be outlined from the perspective of management and owners. This work focuses on the needs of integration of very large enterprises which are becoming global players.

Special functions, such as, for example HR department, sales or procurement, will be considered only if appropriate. Likewise, issues regarding individual questions of controlling, financing, legal outline of transaction, a. They will be mentioned only whenever it is necessary to exemplify the overall context of this work. Subsequent to the introduction the second chapter will cover fundamental terms used in the topics 'corporate identity' and 'mergers and acquisitions'.

Furthermore the foundations of these areas relevant to this work will be explained as well as the boundaries of this subject matter. To allow conclusions on the deployment of the methods of choice in a postmerger-integration process the connections between premerger and postmerger phases will be clarified.

Currently, a multitude of studies have been realised in order to control and analyse the success of mergers. Therefore the chapter will conclude with an inspection of factors critical to success and the current state of these topics.

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The third chapter will describe the influencing components of corporate identity. With the aid of the structure model having been developed the components identified to be relevant will be explained: Corporate culture and corporate image. They form the effective dimension of CI. In essence this chapter will prove and represent the contexts of effects and the possibilities of influence of the single dimension of CI.

Based on this foundation in the next chapter methods of configuring CI will be derived that systematically support the realisation of the mergers objectives. The fourth chapter will give an overview of project management with regard to an efficient organisation of CI management. The factors of scope described here should influence all intervention instruments of a corporate identity, the corporate behaviour CB , corporate communications CC , and corporate design CD. The selected measurement instruments for analysis and assessment will be presented and their relevance to the configuration of a CI will be analysed.

An additional focus of the examination is put on internal and external communications of companies manifesting themselves mostly through the instrument 'Corporate Communications'. Special attention is paid to the digital forms of communication one can find in the internet external form as well as in the intranet and by e-mails internal form. Corporate design plays a vital role in the implementation and will be referred to for completeness.

However it will not be studied in detail within the scope of this work. Some important aspects of design of an enterprise have to respect during implementation of corporate identity for example, the concept of brand will be mentioned and described in context to this work. The examples have been chosen from the telecommunication branch since mergers gain increasing importance in this area, and all companies involved are representing the TIMES-branch. Furthermore, as market leaders within their branch they hold representative functions as role models and policy leaders.

Interviews and corporate publications were the basis of reconstruction and evaluation the planning and the realisation of the corporate strategy. On the one hand the strategic planning of the enterprises is examined, on the other hand the CI activities having been initiated and put into practice at the time of the interviews.

Summing up chapters 3 to 5 will point out the function of CI and the approaches of its management within the framework of PMI. All this factors will be summarised in a model of procedure. The methodical sequence of this work is shown in this overview:. To begin with, this study will carry out a delimitation of these terms as precisely as possible.

Then the definition of terms for this work will follow. In literature the term 'corporate identity' is applied in a variety of meanings and depth. Also in practice an utmost non-uniform usage of this term can be observed which has been developed through different understandings as well as through changes in the definition of the term over time.

Therefore next to the sheer conceptual clarification the clarification of the basic term will include the depiction of the essential instruments and components. As a subject to scientific research corporate identity has evolved from a variety of areas: image research, operations research, Sociology of management, Economics, organisations, and industry, as well as economic science.

The concept of corporate identity is based on a fundamental term that originates from scientific considerations in various disciplines of science, especially those of psychology and sociology. Furthermore identity is featured by continuity [16] , or, as Schmidt and Schischkoff , p [17] described it: " This approach of explaining continuity and reciprocity can also be used for the creation of a group identity whereas the individually sensed continuity is transferred to those characteristics of a group that remain constant independent of changes of members.

If a corporation is considered as a type of social group being connected by a common objective one can speak about a development of identity, too.


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The perception of the self-image and the external image are mutually dependent. The identity of a person the more is all stronger the more un-contradicted all the features of the personality are towards the inside and out. For reasons of simplicity often only the self-image and the external image are mentioned. Systems [b] can formally be understood as identity which survives in a complex and changing environment by stabilising a differentiation between internal and external. If identity becomes a topic in economic science this frequently happens by presentation of models, target systems, and strategies within the framework of a corporate identity.

Here priority is given to the aspects of ethical and moral values expressing fundamental philosophies to the major interest groups. For this, structures and potentials, decisions and actions of the corporation can be considered to be characteristics. It is assumed that the origin of the term 'Corporate Identity' dates back to the fifties and roots in the American hemisphere when Walter Margulies embossed this particular term in order to differentiate his consulting agency from others who likewise created complex design programs.

In retrospect this term is nowadays applied to many even complex concepts [d] which have been put into practice far before its actual first use impression , and is used in literature in this way. To describe the history of origin of CI Birkigt used a scheme of thought where development elements such as corporate philosophy, politics of image and marketing, design strategies, corporate communications, strategy, and others have contributed. He distinguishes four periods: [28]. Here, CI is rather unconsciously lived and formed.


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