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Identity Matching : inhaltliche Integration in der strategischen Kommunikation
... Pragmatic Identity Matching closes a research gap in planned content integration in integrated communication as described by Bruhn (2009). The Identity Matrix (Erbach 2011) is the central element of the Pragmatic Identity Matching concept. It provides a customisable infrastructure for integrating and matching transdisciplinary content in a planned manner. ...
... The essentials of Pragmatic Identity Matching have been developed in the dissertation BIdentity Matchinginhaltliche Integration in der strategischen Kommunikation ( Erbach 2011). A synopsis of the approach was presented along with three case studies at the B13th International Science-To-Business Marketing Conference: Cross-Organisational Value-Creation^in Zurich, Switzerland 2014 (Erbach 2014). ...
... A synopsis of the approach was presented along with three case studies at the B13th International Science-To-Business Marketing Conference: Cross-Organisational Value-Creation^in Zurich, Switzerland 2014 (Erbach 2014). As the term BIdentity Matching^is also used in other contexts (e.g. for facial recognition software, hidden data mining, etc.), it needs to be distinguished and specified when used in connection with the planned integration of content: Identity Matching according to Erbach (2011) is based on (1) the understanding of identity development in social psychology and (2) the semiotic information structuring approach of Peirce and his theory of pragmatism. In distinction from BLinguistic Identity Matching^(which aims at hidden mining of identity data in security management processes by analysing languages, writing systems and cultural conventions in communication media; see Lisbach and Meyer 2013), one can denote the Identity Matching Concept according to Erbach as BPragmatic Identity Matching^(which aims at collaborative, structured and transparent content integration by using a semiotic information structure for the purpose of agreement; see Erbach 2011). ...
How can Targeted Open Innovation (TOI) systematically be implemented in a company or organisation? Meeting Chesbrough’s paradigm of Open Innovation, Erbach’s concept of Pragmatic Identity Matching combines the pragmatism of Charles Peirce and identity research to provide a standard operation system for TOI with broad applicability. It integrates and interrelates internal and external knowledge and resources in a transparent way. Based on the semiotic model developed by Peirce and on the understanding of identity development according to social psychology, the Matrix for Identity Matching, as the central element of Pragmatic Identity Matching, facilitates intra- and inter-organisational content integration. It represents the value-neutral integration infrastructure to provide a virtual developmental space and database for information exchange, scenario development, problem solution and innovation. The focus of this article lies in matching corporate TOI development with customer needs and market requirements to ensure acceptance of the outcome. The paper describes the theory and methodology of Pragmatic Identity Matching as a collaborative knowledge platform and interaction interface. To demonstrate its versatile applicability for TOI planning, Pragmatic Identity Matching is applied to key actors of innovation development according to the concept of the Quintuple Innovation Helix of Carayannis and Campbell. The paper concludes with a vision for developing sustainable innovation within a holistic Identity Matching infrastructure.
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