Essay On Identity And Culture

In literature, the concepts of organizational culture, identity and image have raised many discussions and some authors have particularly got involved on the subject. The principal ones were Albert & Whetten, Dutton & Dukerich , Fiol (Professor of Management), Hatch (Professor of Commerce) and Schultz (Professor at the intercultural communication and management department). Culture and image seem to be the ingredients of the organizational identity dynamics. The thing is that identity, culture and even image are interrelated, they are often used to define one and another proving that their implications are if not similar, absolutely complementary. In this part, there will be a focus on identity and culture as they are related to the case studied

To assume the fact that organizational identity is a dynamic system, we can also assume that it results from a set of characteristics peculiar to the organization which built its singularity compared to other collectivities or organizations : the principle around which it actually constituted itself; its implantation conditions in the social sphere; the objectives that are assigned or actually defined; the hierarchy that will be implemented; the leadership style that it will adopt; ways of doing things but also the rules and norms it imposes to its members. Originating around these elements, the organizational culture will slowly be shaped, made of a traditions and values capital, values that are unique to the organization . This organizational culture, even if it can evolve with time, always constitutes a privileged mean of regulation in its internal

Organizational culture is primordial to build the uniqueness of the company. Another point raised by Berkesse is that studies have demonstrated that culture helps and participates in maintaining a strong motivation and also unity between the organization members (around a brand, a products or services, etc.), to build a strong identity as much externally than internally which allows to decrease the turnover and retain employees who fit the most within the organizational