2023-04-132023-04-13https://www.alexandria.unisg.ch/handle/20.500.14171/58642The project aims at analyzing the principal's central values and corporate identity based on the perceptions by its management and employees. To do so, current associations with the principal's corporate identity, its corporate culture as well as future needs and expectations are to be identified. Based on these crucial criteria, the existing values definition will be specified and simplified, incorporating operational elements such as corporate messages, reasons to believe and the updated corporate strategy. In sum, a differentiation as well as an integration of "old" and "new" culture and values will be achieved based on experiences and recommendations from within the firm.Corporate IdentityCorporate Valuesconsulting project