Evaluation model for the components of organizational identity

Abstract

Organizational identity is mentioned in different contexts, linked to organizational behavior and culture, company mission, image and communication and as a result, there emerge some problems in terms of definition of its concept and boundaries. Purpose of the article: highlighting of the research fields in organizational identity and creation of a model and methodological base for the conduct of the component empirical research in organizational identity. Research methodology: Two surveys of customers and employees, dealing with them, which enable the assessment of the model relevance for empirical research and the expression of organizational identity components in the selected company. The developed evaluation model of the components for organizational identity unites not only separate components, but also two methodological levels of evaluation, distinguishing the evaluation of identity under employees’ level in an organization and the evaluation of identity under the client’s level in an organization. The developed evaluation model for the components if organizational identity is relevant to the empirical research.