The next image, Organisational Business Structure Diagram, shows a regular and widely accepted business model. In the middle we find the Primary Business Process.
This process is defined and basically drawn up from the entrepreneurs DNA and regulated by the Strategic Management Aspects that withhold the companies shared points of departure. Mission, Strategy, Quality, Policies and Innovation.
The Strategic Management Aspects
are at the top and outline the shared points of departure and give shape to the Primary Business Process.
The Functional Management Aspects
are at the bottom and represent the supporting business assets HRM, ICT, Facilities, Purchasing, Logistics, Planning & Control, Research & Development and Marketing & Communication. The Functional Management Aspects.
The shared points of departure are the basis for guidelines that outline the Corporate Personality, the desired self-image of the organisation. Whenever one chooses to incorporate a new vision or alter their mission or even wants to innovate their business processes, these guidelines need to be reviewed.
Corporate design, communication and behaviour reflect the business self-image, the Corporate Personality (CP).
The CP manager (or management) will by listening and evaluation, focus all guidelines to the Functional Management Aspects in order to let the different unit managers Listen, Evaluate and Facilitate the Primary Business Process with such means that it can meet the created, expected or demanded needs by stakeholders and or target groups.
On all three levels,
corporate communication, design and behaviour will form the Corporate Personality.