Revisiting the identity gap : the effects of new product and organizational identities on organizational identification

Bubenzer, Philipp (ETH Zürich ; School of Management Fribourg, HES-SO // University of Applied Sciences Western Switzerland) ; Foreman, Peter (Illinois State University)

This study examines the effects of hybrid product and organizational identities on members’ identification with their organization. Borrowing from the identity congruence model of Foreman and Whetten (2002), the effects of dual identities are operationalized in the form of a current-ideal congruence of normative and utilitarian organizational identity elements. In addition, products are argued to symbolize and embody self-defining attributes of the organization, thereby acting as cues to or extensions of the organization's identity. Thus the normative and utilitarian product identities are hypothesized to affect organizational identification, both as covariates of organizational identity congruence as well as through a product-organizational identity comparison mechanism. These relationships are examined in the context of a sales force of a multinational pharmaceutical company, selling key products, in various stages of development. Analysis of survey data confirms the majority of the hypothesized effects. These results are discussed with respect to the implications for future organizational identification research and managerial practice—particularly with respect to new product development.

Type de conférence:
full paper
Economie et Services
Adresse bibliogr.:
Zürich, Switzerland, 29-30 June 2017
Zürich, Switzerland
29-30 June 2017
34 p.
Publié dans:
Proceedings of the Frontiers in MOC-TIM Conference
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 Notice créée le 2017-10-09, modifiée le 2020-10-27

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