Are we one, or are we many? Diversity in organizational identities versus corporate identities

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Sarasvuo , S 2021 , ' Are we one, or are we many? Diversity in organizational identities versus corporate identities ' , Journal of Product and Brand Management , vol. 30 , no. 6 , pp. 788-805 . https://doi.org/10.1108/JPBM-03-2020-2827

Title: Are we one, or are we many? Diversity in organizational identities versus corporate identities
Author: Sarasvuo, Sonja
Contributor: Hanken School of Economics, Marketing, Helsinki
Belongs to series: Journal of Product and Brand Management
ISSN: 1061-0421
Abstract: Purpose The implications of multiple organizational identities for branding research have been scarcely considered. This paper aims to explore what sources of identity internal stakeholders use to construct organizational identities and corporate identities, and identify how diversity emerges in the perceived identities across various stakeholders. Design/methodology/approach The empirical study includes 59 in-depth interviews with internal stakeholders in a business-to-business service company. Findings Employees may perceive identity diversity as a strategic benefit for the company, and employees may not identify with a uniform corporate identity. The corporate identity could become more identifiable for employees through managerial recognition of different dimensions of identity diversity, such as multiple professional and locational identities. Originality/value The study bridges insights between organizational identity and corporate identity and problematizes identity coherence and consistency as strategic principles for corporate branding by proposing an alternative approach guided by identity diversity. Additionally, the study discusses identity diversity-based approaches to internal branding and co-creation in branding.
Date: 2021-08-03
Subject: 512 Business and Management
brand identification
brand co-creation
organizational identity
corporate branding
internal branding
multiple identities
corporate identity
KOTA2021?
PREM2021_09
2 - Hybrid open access publication channel
1 - Self archived
https://helda.helsinki.fi/dhanken/handle/10227/437708
0- Ingen av författarna har en utländsk affiliation
1- Publicerad utomlands
0- Ingen affiliation med ett företag
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