A vállalkozás tulajdonosa, mint a vállalati identitás forrása = The founder of the company, the source of the corporate identity

Abstract

The corporate identity and its synergy usually correlates to the efficiency of the company: the consistently managed CI helps to build trust, loyalty and makes profit.The corporate identity models’ core area often does not contain the outside factors (as corporate design, communication and behaviour), but it always has the inside factors (as corporate culture, philosophy, strategy…). The most of the models emphasise the role of the leaders or owners, and it applies to SMEs particularly. The SMEs and family businesses are a special segment, and their corporate identity research needs divergent research method. The essay reviews a corporate identity research at SMEs and family businesses, focused on the leader’s role in corporate culture, philosophy and identity.