Characterization of corporate identity in the centers that make up the University-Business Interface of the Mayabeque province.

Abstract

The current study was developed in order to characterize the corporate identity of all the centers that make up the University-Business Interface of Mayabeque province to achieve efficient management of the design of their corporate identity. The research covers four science institutions that compose the interface, which are the Agricultural University of Havana, the National Center for Agricultural Health, the National Institute of Agricultural Sciences and the Institute of Animal Science. For data collection, structured and semi-structured observation and documentary analysis were used. Signs of identity and communication performance were analyzed. A survey was prepared and applied to the staff related to the communication process. As a result of the characterization, several deficiencies were identified in design management at each center. The analysis of the survey demonstrated the need to implement a coherent management strategy that unifies features, attributes and characteristics of each scientific center to provide a single image that represents them as an interface. It is concluded that the characterization and evaluation of the different areas that cover corporate identity is the first step towards an efficient management of corporate identity design of Mayabeque University-Business Interface. In this way, their differentiation and positioning will be achieved, regarding other Interfaces and science and technology parks in the country.