ORGANIZATION IDENTITY

Organization Identity



Organization Identity

Introduction

Corporate identity is the set of symbols that an organization uses to identify itself comparing other organisations. Using current terminology, it can be defined as how it manifests itself and is perceived by stakeholders or interest groups (Parker, 2000, p.78-52).

The identity of the organization is an ambiguous term, highly complex, and lays the initial incomprehensible to the average reader. The increased interest in this term came with the development of social research in the management and sociology sciences. In these studies, identity is positioned as a key concept in social sciences. Wally Ollins (Saffron Brand Consultants) has developed four questions to answer - the members of the organization can determine the identity of their organization: Who are we as an organization? Who would like to be in the organisation? What we do? What we do. Perceiving the organization as more than a set of actions of individuals, it would also draw attention to its cultural elements, methods of management, the existing strategy, structure, organization and the philosophy of action. All these have influenced the formation of identity.

There are three key criteria to be met by the identity of the organization. The first one talks about the need to establish key features that lead to a consensus of members of the organization. Second, determine the need for members to create their own identity, which designates the boundaries of creating the criteria for membership and exclusion. Third, while the criterion of continuity of time talking about defining identity as a whole through an integrated legal and managerial standards maintained by the staff, convinced of the sense of continuing existence of the organization despite its evaluation.

These three criteria show that individuals in order to create a group defined as an organization must create an identity that define them. It is as if their point of reference, distinctness, they identify with and that helps them to create any further action. The importance is the awareness of identity, which in the study is as if separated from the concept of internalization. Identification with the group is simply to identify with her, and internalization of the reception and assimilation of values, norms and principles espoused by the group. The very formation of organizational identity is made in the processes of communication, information, negotiation and to demonstrate its visual elements surrounded by their manifest by the means of communication.

The identity of the organization can be seen and understood in different ways, which can be seen by analyzing the definitions chosen. Lerpold (2007) says that it is the sum of the elements that identifies and distinguish your company from other companies and that it is expressed in an individual company in a visual form. This last part seems to be incomplete because it fails to recognize the importance of existing in the organization of cultural factors affecting the formation of identity in organizations, and other values ??have an influence on it. The French group of researchers Strategic initially in its definition of ...