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Changing Corporate Identity: The Case of a Regional Hospital

By Margaret Bruce, Senior Lecturer in Marketing and Design Management, Manchester School of Management, UMIST, UK; Stephen A. Greyser, Professor, Harvard Business School

Facing competitive pressure from local healthcare suppliers and a shift in patient demand, the hospital's executive management team develops a strategic plan to reposition the hospital, including investment in new technology and upgraded facilities to attract leading-edge physicians and nursing staff. As part of this plan, they hire design consultants to create a new corporate identity for the hospital. This case examines this complex project, focusing on the relationship between marketing and design as they work through the renaming of the hospital, the creation of a new identity to satisfy the various publics served by the hospital, and implementation of a communications plan. Also available: Supplement (9-994-021) and Teaching Note (5-994-022).


Keywords: Communication Strategy, Cross-Functional Management, Growth Strategy, Marketing Research, Product Positioning, Product/Service Positioning, Case Study or Method

Price: $2.35 Academic/$5.00 Corporate
Order number: 9-994-020



Changing Corporate Identity: The Case of a Regional Hospital, Epilogue

By Margaret Bruce, Senior Lecturer in Marketing and Design Management, Manchester School of Management, UMIST, UK; Stephen A. Greyser, Professor, Harvard Business School

Follows the implementation of the corporate identity (9-994-020). Also available: Teaching Note (5-994-022).

Price: $1.35 Academic/$2.50 Corporate
Order number: 9-994-021



Changing Corporate Identity: The Case of a Regional Hospital, Teaching Note

By Margaret Bruce, Senior Lecturer in Marketing and Design Management, Manchester School of Management, UMIST, UK; Stephen A. Greyser, Professor, Harvard Business School

Teaching Note for (9-994-020) and (9-994-021).

Price: $2.35 Academic/$5.00 Corporate
Order number: 5-994-022



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This document was last updated December 2, 1996.




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