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We all think or ourselves as individuals, yet we also have a natural tendency to divide ourselves and others into groups. We can define people according to wealth, education, race, sex - right down to which political party they support. For each grouping there is usually some kind of identifying mark.
Identity has now become a significant management activity. It can be a marketing resource, a design resource, a communications resource or a behavioral resource. Used in specific defined areas or across the board it has become a powerful management tool. |
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