As organizations grow and expand past their operational headquarters, individual branches may reflect a different identity than that of the headquarters. The question then is, "Is senior management able to transcend geographical boundaries and communicate the identity that has shaped their strategy for the organization?" The purpose of this study is to examine the impact of geographical expansion on the reflected perceptions of internal stakeholders related to the organization's intended identity as defined by senior management. Through this study, four themes emerged from the data. The themes included a reliance on reputation, a sense of belonging, peer influence, and communication congruence. Based on this data, the study provides a marketing of identity process to assist organizations in communicating their identity throughout the organization and across geographic locations.
| Identifer | oai:union.ndltd.org:nova.edu/oai:nsuworks.nova.edu:hsbe_etd-1105 |
| Date | 29 October 2010 |
| Creators | Spittal, Ryan |
| Publisher | NSUWorks |
| Source Sets | Nova Southeastern University |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | HCBE Theses and Dissertations |
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