University of Twente Student Theses

Login

How to align organizational identity and external image in order to create strategic advantages: A case study of multiple business units of a firm in a rapid changing market

Berendsen, R.H.M. (2018) How to align organizational identity and external image in order to create strategic advantages: A case study of multiple business units of a firm in a rapid changing market.

[img]
Preview
PDF
536kB
Abstract:Due to quick and constant changing environments, many firms are struggling with keeping a proper alignment between their internal organizational identity and their external image. The synthesizing of these two elements can result in a better understanding of the market and the position of the firm in that market, creating strategic advantages in optimizing firm’s performance. Since organizational identity (“that what we think we are”) often differs from the perceived external image (“that others think we are”), this research aims to find out how to align the differences in a fast changing market, guided by a theoretical framework. By interviewing multiple external and internal partners of an ambitious, fast-growing firm in a rapidly changing market, called Infra Corporation, the thoughts on organizational identity and external image were mentioned and recognized. After comparing the data from the internal respondents with the data from the external respondents, the multi-factor gap between the both elements was discovered: first of all, the top management of the firm thinks in a different way about the firm than the lower level employees. Clients also stated that the distinctive factors of the firm are the main reason to work with the firm, which proves that a reliable and valid image could result in more and better collaboration between firm and client. And last, a firm with employees who are proud to work for the firm is recognized and respected by its clients, making the bond between the two partners even stronger. In the end, this research concludes that a well-defined identity, presented in a clear and obvious manner creates positive ideas amongst clients, minimalizing the discrepancy between the organizational identity and the external image. By synthesizing both elements, organizations can create a strategical advantage in their sector and therefore support their clients better. However, identity seems harder to change to overcome the minor differences between the two elements, whereas image is mostly a way of the right choice in the field of communication.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:70 social sciences in general, 85 business administration, organizational science
Programme:Business Administration MSc (60644)
Link to this item:http://purl.utwente.nl/essays/76192
Export this item as:BibTeX
EndNote
HTML Citation
Reference Manager

 

Repository Staff Only: item control page