Purpose: This paper aims to describe the socialization process that audit associates experience within an auditing firm that is included in the Big 4-sphere. Our purpose is also to describe which attributes that characterize the organizational identity, and how these attributes are reflected in the self-image of the associates. Furthermore, we seek to explain how the socialization process has influenced the organizational identification. This subject is of interest since the business of auditing is facing higher demands from regulators and politicians, due to the bankruptcy of HQ-bank among others during the financial crisis in the beginning of the 21st century. Earlier research claims that the socialization process of recruits, especially in the initial state of the employment, has a major impact on their future values and attitudes in their job performance. Thus, the socialization process should also be a vital means to achieve organizational identification, which consequently will help the organization to assure a uniform outcome among its employees.       Methodology/approach: The collection of primary data was done by five interviews with audit associates, working within an auditing firm that belongs to the Big 4-sphere.  Findings: The socialization process within the auditing firm is foremost characterized by an informal socialization strategy, where learning by doing and interaction with more experienced colleagues are fundamental parts within the process. Hence, the serial strategy is integrated in the informal socialization process. Moreover, the individual socialization strategy is present in terms of the individual learning that takes place in the daily work context. Considering the explicit and mandatory steps within the personal development plan, the sequential strategy is distinct. Thus, with the emphasis on the educations, influences of the fixed strategy can also be identified. However, the personal development varies among the associates with differentiated goals, which is in accordance to a variable strategy. Finally, due to the complexity of the profession of auditing concerning specific skills, the socialization process has influences from both retaining and processing strategy.  The length of the employment enhances the degree of the organizational identification, and therefore also by how far the associate has made it in the socialization process. Attributes that characterize the organizational identity and that are reflected in the associates’ self-image are for example analytical skills, urge, quality, ambitious and stress-hardy. The socialization process can in various ways explain why these attributes are apparent.

La valeur qu’attachent les individus à l’égard d’un objet culturel peut être expliquée, entre autres, par leur projet identitaire d’appartenance à un groupe. Cette thèse propose de nouvelles orientations stratégiques muséales permettant d’augmenter la fréquentation muséale, de changer le rapport du musée d’art aux publics et d’attirer ainsi d’autres individus.Cette recherche a permis la conceptualisation de la proximité identitaire « publics-musée d’art », la confirmation de ses dimensions et antécédents, et enfin, l’analyse de la relation entre la proximité identitaire « publics-musée d’art » et la fréquentation. Par ailleurs, le développement d’une échelle de mesure de la proximité identitaire « publics-musée d’art » a élargi le cadre théorique des phénomènes d’identification et de leurs conséquences.  Finalement la thèse propose des leviers d’action pour faciliter l’accès à l’art. Les musées ont intérêt à développer globalement une stratégie de proximité identitaire « publics-musée d’art » fondée sur le partage de caractéristiques communes et sur des dimensions affectives orientées vers toutes les catégories de publics. Plus particulièrement, les publics habitués seraient sensibles à des stratégies de rapprochement fondées sur le lien social et sur le partage de caractéristiques identitaires avec l’offre muséale ; les visiteurs occasionnels se rapprochent d’un musée d’art en étant le plus souvent accompagnés, et ressentent des émotions positives dans ces lieux ; et enfin une stratégie orientée vers le non public devrait permettre la valorisation de l’individu par rapport aux autres personnes de leur entourage. / The value that individuals attach to a cultural object can be explained, among other things, by their identity project of belonging to a group. This thesis proposes new strategic orientations for museums that increase museum attendance, change the relationship of the art museum with the public and attract other individuals.This research allowed the conceptualization of the proximity of the "public-art museum" identity, the confirmation of its dimensions and antecedents, and finally the analysis of the relationship between the "public-art museum" identity proximity and the art museum attendance. Moreover, the development of a "public-art museum" identity proximity scale, offers to broaden the theoretical framework of the identification phenomena and its consequences.Finally, the thesis proposes levers of action to facilitate access to art. It is in the interest of museums to develop a strategy of "public-art museum" identity proximity based on the sharing of common characteristics and affective dimensions oriented towards all categories of public. In particular, the regular audiences would be sensitive to strategies of rapprochement based on the social bond and the sharing of identity characteristics with the museum offer. The occasional visitors feel closer to an art museum when being most often accompanied, and feel positive emotions in these places. And finally, a non-public-oriented strategy should enable the individual to be highly considered by other people in their environment.

Submitted by Anderson Alex De Assis Vieira (anderson.assisvieira@gmail.com) on 2018-03-24T00:54:17Z No. of bitstreams: 1 Dissertação_Anderson_Vieira.pdf: 1196919 bytes, checksum: 9899b496a4232f0d1fee002d8747cdd6 (MD5) / Approved for entry into archive by Debora Nunes Ferreira (debora.nunes@fgv.br) on 2018-03-27T19:30:09Z (GMT) No. of bitstreams: 1 Dissertação_Anderson_Vieira.pdf: 1196919 bytes, checksum: 9899b496a4232f0d1fee002d8747cdd6 (MD5) / Approved for entry into archive by Suzane Guimarães (suzane.guimaraes@fgv.br) on 2018-03-28T14:21:03Z (GMT) No. of bitstreams: 1 Dissertação_Anderson_Vieira.pdf: 1196919 bytes, checksum: 9899b496a4232f0d1fee002d8747cdd6 (MD5) / Made available in DSpace on 2018-03-28T14:21:03Z (GMT). No. of bitstreams: 1 Dissertação_Anderson_Vieira.pdf: 1196919 bytes, checksum: 9899b496a4232f0d1fee002d8747cdd6 (MD5) Previous issue date: 2018-02-28 / Este trabalho tem como objetivo entender o processo de identificação organizacional dos trainees com as suas empresas por meio da entrevista etnográfica. Utilizando este método de Spradley (1979) através do qual é possível conhecer mais profundamente a identificação destes jovens profissionais com a empresa na qual trabalham, a partir da visão deles. Este método abrange desde o processo de coleta de dados à sua análise. Foram entrevistados 17 trainees de diferentes empresas para alcançar o objetivo proposto. A definição de identificação organizacional utilizada como base é a de Pratt (1988) que a define como o processo pelo qual o indivíduo se autodefine tendo em vista as crenças, objetivos e valores da empresa. Neste trabalho é mostrado todo o processo da identificação trainee-organização, e dele foi possível destacar alguns pontos importantes. Primeiro ponto, as atividades de recrutamento e seleção e a integração do trainee na empresa propiciam uma maior aproximação entre ambos antes dele entrar e no início da sua carreira na companhia, respectivamente. Outro destaque é algo que não é do processo, mas sim uma consequência de o indivíduo estar identificado que é o sentimento de dono, que diz respeito à situação na qual o profissional tende a agir como se ele fosse dono da organização, assumindo mais responsabilidades e fazendo o máximo possível para gerar resultados e para proteger a organização na qual trabalha. Todos estes pontos têm em comum a questão do status do trainee, quando a empresa o torna um profissional diferenciado dos demais, nesse caso ele se sente no dever de justificar este tratamento especial, bem como se sente importante e pode retribuir a organização com atitudes que a beneficiem. Conclui-se que o status do trainee é um fator relevante tanto para o processo de identificação organizacional como para os impactos da identificação organizacional. / This work aims to understand the process of organizational identification of trainees with their companies through ethnographic interview. Using this method by Spradley (1979) through which it is possible to know more deeply the identification of these young professionals with the company in which they work, from the vision of them. This method ranges from the process of data collection to its analysis. We interviewed 17 trainees from different companies to achieve the proposed goal. The definition of organizational identification used as a basis is by Pratt (1988) who defines it as the process by which the individual defines himself in view of the company's beliefs, goals and values. In this work is shown the whole process of trainee-organization identification, and it was possible to highlight some important points. Firstly, the recruitment and selection activities and the integration of them into the company allows a closer approximation between both before it enters and at the beginning of its career in the company, respectively. Another highlight is something that is not of the process, but rather a consequence of the individual being identified is the ownership, which refers to the situation in which the professional tends to act as if he owns the organization, taking on more responsibilities and doing as much as possible to generate results and to protect the organization in which you work. All these points have in common the question of trainee status, when the company makes it a professional differentiated from the others, in this case he feels the duty to justify this special treatment, as well as feels important and can reciprocate the organization with attitudes that the benefit. We conclude that trainee status is a relevant factor both for the organizational identification process and for the impacts of organizational identification.

[pt] Esta pesquisa teve como objetivo investigar a influência das relações entre líderes e liderados sobre a percepção de Justiça Interacional e esta sobre o Julgamento de Retaliação Organizacional, bem como o papel da Identificação Organizacional, da Desidentificação e da Identificação Ambivalente como mecanismos moderadores desta dimensão perceptiva e de julgamentos sobre comportamentos retaliativos. Trata-se de um estudo de natureza quantitativa, que buscou explorar os modelos e analisar as hipóteses propostas. Foram realizadas regressões múltiplas utilizando-se as diferentes variáveis dependentes, objetos do estudo. A pesquisa foi realizada em duas organizações pertencentes aos setores comercial e de saúde, contando com um quadro amostral significativo. Os resultados indicaram que, em ambas as organizações, confirmou-se a associação entre a Relação Líder-Seguidor e Justiça Interacional. Não foi possível confirmar a associação entre a Relação Líder-Seguidor e o Julgamento de Retaliação Organizacional. Além disso, como um achado desta pesquisa, a Identificação Organizacional foi mais significante na predição do Julgamento de Retaliação Organizacional como uma variável independente do que como um dos moderadores da associação entre a Justiça Interacional e o Julgamento de Retaliação Organizacional. / [en] This research aimed to investigate the influence of the Leader-Follower Relationship on Interactional Justice and, through the possibilities of Organizational Identification, Disidentification and Ambivalent Identification, the influence of this perception of justice on the Judgment of Organizational Retaliation. It is a quantitative study, which sought to explore the models and analyze the proposed hypotheses. Multiple regressions were performed considering different dependent variables, objects of the study. The research was carried out in two organizations belonging to the commercial and health sectors, with a significant sampling frame. The results indicated that, in both organizations, the association between the Leader-Follower Relationship and Interactional Justice was confirmed; but it was not possible to confirm the association between the Leader-Follower Relationship and the Organizational Retaliation Judgment. As a finding of this research, the Organizational Identification was more significant in the prediction of the Organizational Retaliation Judgment as an independent variable than as one of the moderators of the association between Interactional Justice and the Organizational Retaliation Judgment.

Ces dernières années, le Vietnam a rejoint de nombreuses associations économiques de commerce international, en particulier l’organisation mondiale du commerce en 2007. Cela a permis à un grand nombre d’entreprises multinationales de s’implanter dans ce pays. Ce développement s’est traduit par une augmentation de la concurrence dans les ressources humaines. En conséquence, la question de la fidélité des salariés devient une problématique importante pour les responsables des ressources humaines.Il est impossible de réussir au Vietnam sans comprendre le contexte social, historique et culturel dans lequel les entreprises agissent. Une bonne connaissance de la culture nationale et organisationnelle pourrait fournir une meilleure compréhension de leurs influences sur l’intention de rester des salariés dans leur entreprise. La problématique de cette recherche est « Quelles sont les dimensions culturelles organisationnelles qui interviennent sur l’intention de rester des salariés dans leur entreprise vietnamienne ?». L’objectif est donc de mesurer l’influence de la culture organisationnelle sur l’intention de rester des salariés. Une enquête par questionnaires a été réalisée en 2014 auprès de 2000 salariés travaillant dans 30 entreprises informatiques vietnamiennes. 734 questionnaires complets ont été retournés.Les données analysées par les logiciels SPSS et AMOS ont permis de tester les relations entre les variables de notre modèle.Les résultats confirment que (1) la culture du clan est la valeur culturelle dominante dans les entreprises vietnamiennes ; (2) la culture du clan, la culture de l’adhocratie, la culture de la hiérarchie, l’identification au groupe et l’identification organisationnelle constituent les principaux motifs de l’intention de rester des salariés ; (3) la satisfaction au travail et l’implication affective jouent un rôle médiateur dans la relation entre la culture organisationnelle et l’intention de rester dans l’entreprise. / In recent years, Vietnam has joined many international trade associations, particularly the Word Trade Organization in 2007. This has allowed a large number of multinational companies to set up operations in this country. This development leads to a high competition in terms of human resources. As a result, the employees’ loyalty becomes an important issue for human resources managers.It is impossible to succeed in Vietnam without understanding the culture and the social, historical, political context in which the enterprises operate. A good knowledge of national and organizational culture could provide a better understanding of their influence on the employees’ intention to stay in the company.The main question of this research is “What are the organizational culture’s dimensions that impact the employees’ intention to stay in Vietnamese companies?”. The aim is to measure the influence of organizational culture on the employees’ intention to stay. A survey with 2000 employees working in 30 Vietnamese high-technology enterprises was carried out in 2014. 734 complete questionnaires were returned.The data analyzed by the SPSS and AMOS software allowed us to test the relationships between the variables of our model. The results confirm that (1) the clan culture is the dominant cultural value in Vietnamese enterprises; (2) the clan culture, the adhocracy culture, the culture hierarchy, the identification with group and organizational identification are the main reasons for the employees’ intention to stay; (3) job satisfaction and affective involvement play a mediating role in the relationship between organizational culture and the intention to stay in their enterprise.

Made available in DSpace on 2016-03-15T19:30:43Z (GMT). No. of bitstreams: 1 Jose Carlos Thomaz.pdf: 1251676 bytes, checksum: 9d1b8c97ccd3454324281b7eab54a296 (MD5) Previous issue date: 2006-12-19 / Corporate reputation has been considered as a resource that can represent a source of value for corporations, given the resources based view perspective. How to define and how to characterize corporate reputation have deserved attention from several authors throughout the last years. It s measurement hasn t been reaching a common-sense and the attributes that have been used for measuring are not always straightforward and useful to the managerial head of corporations in the light of managing this valuable resource. The proposal of this study was to define corporate reputation and to understand how it is built and further study its relation to the performance of corporations. Through theory revision it was decided to use the concept definition based on the theoretical approach of social expectation that uses formative indicators for its measurement. This choice is based, among other reasons, on the possibility to more directly manage variables that represent the concept and hence assist with the achievement of performance derived from reputation, as it is pointed out on the theory of strategy and finance, among others. The development of the study went through a deciding phase, when a scale for construct measuring was created that would fit to the Brazilian cultural reality. Previous research from the author showed that scales developed in other countries present difficulties for the interviewed understanding. Further, these scales present indicators that are distant from the Brazilian sociocultural reality. For this, the following methods where used: systematic revision of the literature, research of qualitative data in four focal groups, field surveys involving 3 successive samples with 379 subjects, and statistics treatment of data collected by the field survey. The second step of the study counted with 1,025 answers from employees from 12 surveyed companies and counted with 1,114 answers from clients from these companies. The surveyed companies are the food companies, the automobile assembler companies, hospitals, colleges and passenger airliner. Data was statistically treated by using the software SPSS. With this software factorial and correlation analysis were performed. Data was also treated by applying structural equations modeling techniques under the method of the partial least squared (PLS), as formative indicators have been used. For this latter treatment the software SmartPLS was used. In this phase of the study an adequate structural model built on formative indicators was obtained. It is concluded that the developed scale is a feasible alternative to the currently available scale. Further, its advantage is that it is built on formative indicators of the corporate reputation. These formative indicators are useful for the managerial head, as they indicate the strategic points of their actuation for construction and maintenance of the corporate reputation. It could be concluded that corporate communication and organizational identification are critical factors for the formation of corporate reputation. It could be also concluded that corporate reputation is a resource, which the corporate performance can take advantage from. / A reputação corporativa tem sido considerada um recurso que pode ser uma fonte de valor para as empresas. Como defini-la e como caracterizá-la tem merecido a atenção de vários autores ao longo dos últimos anos. Sua mensuração não tem encontrado um denominador comum e os atributos que têm servido às mensurações nem sempre são objetivos e úteis aos administradores das organizações, no sentido de gerenciar este recurso citado como valioso. Defini-la e entender como se compõe para, em seguida, estudar sua relação com o desempenho das organizações foi a proposta deste estudo. A partir da revisão da teoria optou-se pela definição para o conceito baseado na corrente teórica de expectativas sociais, que usa indicadores formativos para a sua mensuração. Esta escolha está baseada, entre outras razões, na possibilidade de se poder mais diretamente gerenciar as variáveis que representam o conceito e, podendo assim, potencializar a realização do desempenho derivado da reputação como é apontado na teoria de estratégia e finanças, entre outras. O desenvolvimento do estudo passou por uma fase crucial que foi o desenvolvimento de uma escala de mensuração do construto, que se ajustasse à realidade cultural brasileira, pois pesquisa anterior do autor mostrou que escalas desenvolvidas em outros países apresentam dificuldade de entendimento para os respondentes além de apresentar indicadores que se distanciam da realidade sóciocultural brasileira. Para isso, utilizou-se os seguintes métodos: revisão sistemática da literatura, levantamentos de dados qualitativos em quatro grupos focais, pesquisas de campo envolvendo coleta de dados em três amostragens sucessivas com 379 sujeitos e tratamento estatístico dos dados coletados na pesquisa de campo. A segunda etapa do estudo contou com respostas obtidas de 1.025 funcionários de 12 empresas e de 1.114 clientes dessas empresas. As empresas são indústrias alimentícias, montadoras de automóveis, hospitais, faculdades e de transporte aéreo de passageiros. Os dados foram tratados estatisticamente com o software SPSS, com o qual se fizeram análises de correlação e fatorial. Os dados foram tratados também com a aplicação das técnicas da modelagem de equações estruturais, sob o método dos mínimos quadrados parciais (PLS), dado que se trabalhou com indicadores formativos. Para esse tratamento foi utilizado o software SmartPLS. Nesta fase do estudo, pôde-se obter um modelo estrutural considerado adequado, composto por indicadores formativos. Concluiu-se que a escala desenvolvida é uma alternativa viável às escalas atualmente disponíveis, com a vantagem de ser constituída por indicadores formativos da reputação corporativa, úteis aos gestores por indicarem os pontos estratégicos de sua atuação para construção e manutenção da reputação da organização. Concluiu-se que a comunicação corporativa e a identificação organizacional são fatores críticos para a formação da reputação corporativa, a qual é um recurso que pode influenciar o desempenho das organizações. Verificou-se também que a reputação corporativa medida pelos indicadores formativos tem forte correlação positiva com o desempenho medido por indicadores subjetivos reflexivos.

Submitted by Kennyo Ismail (kennyoismail@hotmail.com) on 2013-10-15T18:00:19Z No. of bitstreams: 1 DISSERTAÇÃO-KENNYO-ISMAIL.pdf: 1084218 bytes, checksum: f4be9fd701539997561f79cd995c7eed (MD5) / Approved for entry into archive by ÁUREA CORRÊA DA FONSECA CORRÊA DA FONSECA (aurea.fonseca@fgv.br) on 2013-10-17T13:28:58Z (GMT) No. of bitstreams: 1 DISSERTAÇÃO-KENNYO-ISMAIL.pdf: 1084218 bytes, checksum: f4be9fd701539997561f79cd995c7eed (MD5) / Approved for entry into archive by Marcia Bacha (marcia.bacha@fgv.br) on 2013-10-21T17:45:27Z (GMT) No. of bitstreams: 1 DISSERTAÇÃO-KENNYO-ISMAIL.pdf: 1084218 bytes, checksum: f4be9fd701539997561f79cd995c7eed (MD5) / Made available in DSpace on 2013-10-21T17:45:57Z (GMT). No. of bitstreams: 1 DISSERTAÇÃO-KENNYO-ISMAIL.pdf: 1084218 bytes, checksum: f4be9fd701539997561f79cd995c7eed (MD5) Previous issue date: 2013-09-26 / There are many freemasons who have distinguished themselves as leaders in different times and in different sectors of society. Given that the masonic experience and training is a common characteristic among these leaders, the understanding of the relationship between Freemasonry and the leadership and the measurement of the influence of masonic leaders over their teams, who can also be leaders in their work and social activities, becomes of great relevance to manag ement science and society in general. Based on the theories of social learning, social exchange and social identity, and on the premise of ethical leadership, referenced by masonic literature, the aim of this study was to evaluate the impact of ethical lea dership in moral identity and identification with the organization, as well as the consequences of its member's behaviors inside and outside the masonic organization. Altogether, thirteen hypotheses were formulated, originating two research models that wer e tested empirically through a quantitative study with 1571 freemasons of all Federal Units of Brazil. The discussion was enriched by the content analysis of an open question answered by 933 participants. The results indicate a positive influence of the e thical leadership on the mason's symbolized and internalized moral identity, on their prosocial behavior, their identification with the Blue Lodge, their satisfaction with life and with their group conscietiousness and voice. Finally, the theoretical and p ractical implications of the results are discussed and suggestions for further researchs are presented. / Muitos são os maçons que se destacaram como líderes nas mais diferentes épocas e nos mais diversos setores da sociedade. Tendo a experiência e formação maçônica como característica comum entre tais líderes, a compreensão da relação entre a Maçonaria e a liderança e a mensuração da influência dos líderes maçônicos sobre seus liderados, os quais podem também serem líderes em suas atividades sociais e profissionais, tornam-se de grande relevância para a ciência da administração e a sociedade, de uma forma geral. Tomando por base as teorias de aprendizagem social, de troca social e de identidade social, e partindo da premissa da liderança ética, referenciada pela literatura maçônica, o objetivo deste estudo foi avaliar o impacto da liderança ética na identidade moral e na identificação com a organização, considerando ainda as respectivas consequências nos comportamentos dos liderados dentro e fora da organização maçônica. Ao todo, 13 hipóteses foram formuladas, gerando dois modelos de pesquisa que foram testados empiricamente por meio de estudo quantitativo realizado com 1571 maçons de todas as Unidades Federativas do Brasil. A discussão dos resultados foi enriquecida com a análise de conteúdo de uma questão aberta presente no questionário, respondida por 933 participantes. Os resultados indicam uma influência positiva da liderança ética sobre a identidade moral simbolizada e internalizada dos maçons, sobre seu comportamento prósocial, sua identificação com a Loja Maçônica, sua satisfação com a vida e com a consciência e voz de grupo. Por fim, as implicações teóricas e práticas dos resultados obtidos são discutidas e sugestões para futuras pesquisas são apresentadas.

Nous avons choisi comme sujet d’étude de ce mémoire d’interroger les phénomènes d’identification organisationnelle à partir d’une approche centrée sur l’étude des interactions. À ces fins, nous avons adopté une approche s’inscrivant dans la continuité de celle des représentants du courant CCO (Communicative Constitution of Organization) sur la nature communicationnelle de la constitution des organisations. Selon cette perspective, la communication est appréhendée comme un processus organisant constituant l’organisation, un processus qui doit ainsi être considérée comme point de départ pour toute analyse organisationnelle (Putman, Nicotera et McPhee, 2009; Taylor et Van Every, 2000). Conformément à cette posture, la construction de l’identification, pensée comme acte de consubstantiation (la consubstantialité renvoyant, suivant Kenneth Burke, à toutes les qualités de nos identités respectives à partir desquelles nous pouvons créer un lien avec d’autres personnes), est analysée à travers l’étude des interactions organisationnelles. Pour étudier ce phénomène, nous avons choisi une démarche qualitative en prenant comme terrain d’enquête une entreprise de vente multiniveau (multi-level marketing), également appelée entreprise MLM. À partir d’une analyse des enregistrements de réunions et des observations que nous avons réalisées, le cas de l’entreprise MLM nous a éclairée sur la manière dont la consubstantialité se manifeste, se négocie et se reproduit dans les échanges. / In this thesis, we propose to examine the question of organizational identification by mobilizing an approach centered on the detailed study of interaction. To do so, we draw from the CCO framework (Communicative Constitution of Organization) and assume the communicational nature of the constitution of organizations. Communication is here understood as an organizing process that constitutes the organization, and can therefore be considered as the starting point for any organizational analysis (Putman, Nicotera and McPhee, 2009, Taylor and Van Every, 2000). By adopting this perspective, identification, conceived as an act of consubstantialization (where consubstantiality refers, echoing Kenneth Burke, to all the qualities of our respective identities from which we can develop a common basis of action with other people), is analyzed through the detailed study of interaction. To study this phenomenon, we adopted a qualitative approach by which we studied a multi-level marketing (MLM) company. Data were collected by videorecording distributors in their daily interactions, particularly while attending meetings and presentations. Our study allows us to show how a common substance is constructed, reproduced and negotiated through communication.

In der Dissertation nimmt sich die Verfasserin einem Phänomen an, das im deutschen Einzelhandel weit verbreitet ist, über das es aber kaum empirische Untersuchungen gibt: Die Behandlung geringfügig Beschäftigter und die entsprechenden Einstellungen der Betroffenen und des Stammpersonals. Als Grundlage für die empirische Untersuchung dienen die Soziale Identitätstheorie, das Common Ingroup Identity Model und die Revidierte Kontakttheorie. Auf Basis einer schriftlichen Befragung von 372 Stammmitarbeitern und 75 geringfügig Beschäftigten sowie 36 halbstrukturierten Interviews mit Personalverantwortlichen, Stamm- und geringfügig Beschäftigten in insgesamt 15 Unternehmen des überwiegend ostdeutschen Einzelhandels untersuchte die Verfasserin, ob sich geringfügig Beschäftigte mit ihrem Unternehmen identifizieren und sich in die Belegschaft der jeweiligen Filiale integriert fühlen. Außerdem ging die Verfasserin den Fragen nach, unter welchen Umständen sich geringfügig Beschäftigte in die Belegschaft integriert fühlen und in welchem Ausmaß und auf welche Weise die untersuchten Unternehmen die Integration der Minijobber bzw. Herausbildung einer gemeinsamen Gruppenidentität fördern. Darüber hinaus werden auch die Fragen geklärt, welche Auswirkungen eine mangelnde Integration auf die Kooperationsbeziehungen zwischen Stamm- und geringfügig Beschäftigten sowie auf die Verbleibabsicht, die Arbeitszufriedenheit und Organizational Citizenship Behavior hat. Die Ergebnisse der schriftlichen Befragung von Stammpersonal und geringfügig Beschäftigten zeigen, dass es scheinbar keine Beeinträchtigungen durch eine Distanzierung von geringfügig Beschäftigten im Hinblick auf die Unternehmen-Identifikation, die Kooperationsbereitschaft, die Verbleibabsicht und Allgemeine Arbeitszufriedenheit bei beiden Gruppen gibt. Die Ergebnisse der mündlichen Befragung geben dagegen Hinweise auf unkooperative, von Misstrauen geprägte Beziehungen zwischen beiden Gruppen und eine mangelnde Integration von geringfügig Beschäftigten. Eine Personalpolitik, die auf eine Ausgrenzung von geringfügig Beschäftigten ausgerichtet ist, kann die Wahrnehmung einer gemeinsamen Gruppenidentität zerstören und unkooperative und misstrauensgeprägte Beziehungen zwischen Stamm- und geringfügig Beschäftigten bewirken.

Globalization has influenced the grocery retail industry and the most impactful changes are the preferences and habits of consumers. The increased consumption of consumers is one of the habits that have created a demand for sustainable products. The sustainable products can be marketed towards consumers by the frontline employees. Therefore, this study aims to investigate how grocery retail store personnel can be used as ambassadors toward consumers that will result in sustainable purchase behaviour. To answer the research question, several interviews have been conducted. The interview with the grocery retail expert aided us in the formulation of interview questions. The four interviews with two ICA stores’ personnel provided us with the empirical data needed for reaching the conclusions. Findings reveal that the involvement of personnel in communication with the consumers has positive a positive outcome. In this way, they can be seen as CSR ambassadors and, therefore, efficiently market the organization. To achieve CSR ambassadorship, employees and consumers must enhance organizational identification. One conclusion is that consumers may reach sustainable purchase behaviour when CSR ambassadorship is developed in coherence with a grocery retail store.