Relations between Organizational Culture, Identity and Image


European Journal of Marketing, Vol. 31, issue 6, 1997: 356–365



Addresses the relationship between organizational culture, identity and image. Argues that contemporary organizations need to define their corporate identity as a bridge between the external position of the organization in its marketplace and other relevant environments, and internal meanings formed within the organizational culture. Offers an analytical framework using the concepts of organizational culture, identity and image and suggests implications, including the need for symbolic management in and of the organization and the need to combine knowledge from the disciplines of marketing and organization studies.

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Authors: Mary Jo Hatch & Majken Schultz