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Organizational Identity 

Public Perceptions of Organizational Identity

Organizational identity is formed by top leaders' establishment of the core values and beliefs that guide and drive the organization's behavior. An organization's top leaders must be able to answer the question "Who are we?" as an organization because it affects how they interpret issues, identify threats, craft strategy, communicate about the organization, and resolve conflicts.[1] Public perceptions are often swayed via media attention, while once a member of the organization, an employee may have a completely different perception. Organizations use four identity-building actions when identifying and discussing: storytelling, use of analogies, procuring social evaluations and establishing alliances.[2]

[1] Voss, Zannie Giraud, Daniel M. Cable, and Glenn B. Voss. "Organizational Identity and Firm Performance:

 What Happens When Leaders Disagree about "Who We Are?"" Organization Science 17, no. 6 (2006):  741-55. http://www.jstor.org.libproxy.txstate.edu/stable/25146074.

[2] Snihur, Yuliya."Developing Optimal Distinctiveness: Organizational Identity Processes in  New Ventures Engaged in Business Model Innovation." Entrepreneurship & Regional  Development 28, no. 3 (2016): 259-285. Accessed March 7, 2017.