Organizational Identity and Identification: Case of Family Inc.

Abstract

The main focus of this study is to discuss about the current organizational identity of a case company that was given a pseudonym Family Inc and how do employees identify with the company. The company is performing in Finland, as a sales organization in machine building sector. Family Inc has gone through various changes in the near history. Organizational identity describes the core essence of an organization, whereas organizational identification acts as a link between the individual work identity and the organization. Theoretical framework covers theories of individual work identity, organizational identity and organizational identification. The empirical part of the study was conducted using qualitative research method, semi-structured, in-depth round of interviews of people working in different positions in Family Inc. Family Inc’s organizational identity is influenced by extreme technical expertise of the employees, long and fruitful history, employees’ developmental mindset and feeling of forming a small family inside a big one. Due to recent changes occurred in the company, certain identity discrepancies and ambiguities also occurred along the way. Change was however considered positive. Based on the researcher’s observations on the interviews in the company, the role of feedback, concretize values, feeling of playing towards the same goal are suggested development issues. These developmental areas influence on the organizational identity of the company and how people identify to it. Organizational identity and identification are wide subjects to study. Organization’s culture and image both have an affect on the identity creation and according to Hatch and Schultz dynamic model there is a constant flow around identity between culture and image that have an influence both internally and external audiences.