BMW_case_studyBMW: An exercise in aligning identity, brand and reputation
1. Questions for Reflection Describe the alignment between vision, culture and image for
BMW and discuss how BMW manages this alignment, and whe
...
BMW_case_studyBMW: An exercise in aligning identity, brand and reputation
1. Questions for Reflection Describe the alignment between vision, culture and image for
BMW and discuss how BMW manages this alignment, and whether there is the potential
for gaps between them?
Ans The way that BMW align and manage their vision, culture and image are summarize as
follow;
Vision - The inspiration of the leaders for the company, that is about shared and belief.
Share inspiration to people with car tuning in terms of agility and belief in number one that
managed premium car brand lending or shape tomorrow's individual premium mobility.
Culture - Organization values, behaviors and attitudes, that’s about dedicated workforces. BMW
company has been managing in term of passion and enjoyment with organization, teamwork and
personnel development of employees, equal opportunities and diversity and their beliefs in
organization.
Image - Outside world's overall impression of the company, that is means high quality products
and services of BMW company, invent new innovations and building a good reputation by
shaping their car in terms of premium mobility (Quality products and services). Stakeholder
engagement by communication and listen to opinions (Stakeholders engagement).
There are also potential gasp between Vision, Image and Culture which might happen or
might not happen, depending on how the organization manage the situation. The potential gasp a
re as follow;
Gaps between vision and culture: in terms of managers moving the organization in a strategic
direction that the employee does not understand or support, for example the vision does not inspire
the subculture or the employee does not understand and support vision.
Gaps between culture and image: a misalignment between organization image and
organizational culture. For example, employees may not adhere to what the company has
advertising or leadership, and doesn't clearly identify customers with their priorities
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