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Our study presents a model based on the Competitive Advantage (CA) that results from congruence between the partly true aspects of the firm’s internal culture, resources, and capabilities measured as Innovation Capacity (IC), alongside Corporate Identity Management (CIM) as the organization’s partly rhetorical outwardly-directed corporate branding and marketing promotions activities. Our findings are interpreted through a four-quadrant ‘Rosetta Stone’ framework for evaluating firmside authenticity across organizational contexts and environments describing how high- IC/ high-CIM (i.e., Authentic) firms create differentiation from low-IC/ low-CIM Inauthentic organizations and low-IC/ high-CIM Faux Imitators competitors who attempt to compensate for their lack of IC through increased investments in CIM."},{"label":"Volume","value":"5"},{"label":"Issue","value":"1"},{"label":"Publication Date","value":"D:00 M:00 Y:2015"},{"label":"Author Supplied Keywords","value":"Corporate identity management, Innovation capacity, Corporate branding, Authenticity, Marketing strategy, Corporate communications"},{"label":"Publication Information","value":"International Journal of Marketing & Business Communication, 2015, Volume 5, Issue 1, 21-35. © 2015 Publishing India Group Archived version is the final published version."}],"description":"DISCOVERING A ROSETTA STONE FOR FIRM-SIDE 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