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A whole greater than the sum of the parts, A corporate personality is defined in terms of three
main dimensions, each of which can be defined in terms of two key traits: the heart
(passionate and compassionate), the mind (creative and disciplined) and the body (agile and
collaborative).
Importantly, the effects of these three pairs of corporate personality traits are enhanced by
each other. In other words, corporate personality traits can have a multiplicative or interactive
effect, not an additive effect.
1.2.3
Relationship Management
The Relationship Management as Philip, (2004) says is a tactic engaged by an
organization in which a nonstop level of engagement is sustained between the organization
and its audience. Relationship management can be between a business and its customers
(customer relationship management) and between a business and other businesses (business
relationship management).
Relationship management is a focus of the financial and investing industries as a way to
identify possible cross-sales of products and services
Relationship management creates a partnership between the organization and its audience
rather than consider the relationship merely transactional. Consumers who feel that a business
responds to their needs are more likely to continue using the products and services that a
business offers. Moreover, retaining a level of communication with consumers allows the
business to identify potential sources of costly problems before they come to a head.
1.2.4
Corporate Social Responsibility
Corporate Social Responsibility is the inventiveness to evaluate and take responsibility
for the organization's effects on the environment and influence on social wellbeing. The term
mostly applies to organization hard work that goes further than what may be required by
regulators or environmental protection groups.
Corporate Social Responsibility may also be referred to as "Corporate Citizenship" and can
include earning short-term costs that do not offer an immediate financial benefit to the
organization, but instead encourage constructive social and environmental change. CSR treats