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Journal Article

Management Challenges in the identification of Organizational Identity and Corporate Reputation as Intangible Assets  pp173-184

Eduardo Bueno, Mónica Longo-Somoza, Raquel García-Revilla, Ramona - Diana Leon

© Jan 2015 Volume 13 Issue 3, Guest Edited Issue, Editor: Dr. Juan-Gabriel Cegarra-Navarro and Dr. David Cegarra-Leiva, pp171 - 253

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Abstract

Abstract: Based on intellectual capital models and reports, companies identify and define Organizational Identity and Corporate Reputation as strategic intangible assets capable of generating sustainable competitive advantages. From an interpretative pers pective, Organizational Identity is the result of a social process of self‑description and it reflects internal stakeholders general agreement on who they are as an organizationŽ. From a perceptive paradigm, Corporate Reputation is the result of a socia l process that occurs on the external stakeholders level and it reflects their perception on what the organization assumes to beŽ. We propose a theoretical and empirical analysis, based on the case study strategy, of the relationships and differences be tween these two concepts. We aim to highlight the variables that are critical for managing a companys Intellectual Capital focusing on the social processes of developing the Organizational Identity. The result is the identification of cultural intangible assets that practically represent the memes, that is, ideas, style or behavior that spread from person to person in an organization.

 

Keywords: Keywords: corporate reputation, intangible assets, interpretative approach, knowledge management, new technology based firms, organizational identity

 

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