Professional Documents
Culture Documents
Relations Between Organizational Culture
Relations Between Organizational Culture
Journal
Relations between
of Marketing
31,5/6
organizational culture,
identity and image
356
M a r y Jo Hatch
Cranfield School of Management, Cranfield University,
Cranfield, UK, and
Majken Schultz
Copenhagen Business School, Copenhagen, Denmark
Conclusions
This article has addressed relationships between organizational culture,
identity and image. In the theoretical conceptualization of these relationships
the article has suggested an analytical framework that focuses on bridging the
internal and the external symbolic context of the organization. Although the
concepts of organizational culture, identity and image derive from various
theoretical disciplines that have traditionally focused on different constituencies
of the organization, we have argued that they are all symbolic, value-based
constructions that are becoming increasingly intertwined. The intertwined
symbolic texture of the organization provides a number of new management
challenges and opportunities which were explored along with the research
implications of our argument for the field of marketing.
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