Identity in Sheep's Clothing
http://www.ualberta.ca/COMSPACE/coneng/html/papers/Winkler.pdf

Winkler, Dietmar
University of Alberta
2003

Abstract:

Can an identity exude moral or ethical attitudes? In the past, product and business identities that functioned well were bound to a person or family that over long periods delivered quality and dependable goods or services. However, in these times of runaway and rollover mergers, restructuring, and reengineering, there is no time for anyone to assess the real characteristics that make up these newly emerging companies and conglomerates. What are they? Who is behind them? Corporate wolves or sheep in Gucci clothing?