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Organizational Identity Orientation: The Genesis of the Role of the Firm and Distinct Forms of Social Value

Shelley L. Brickson
The Academy of Management Review
Vol. 32, No. 3 (Jul., 2007), pp. 864-888
Published by: Academy of Management
Stable URL: http://www.jstor.org/stable/20159339
Page Count: 25
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Organizational Identity Orientation: The Genesis of the Role of the Firm and Distinct Forms of Social Value
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Abstract

This article fleshes out a recently introduced and empirically grounded framework of organizational identity orientation, which refers to the nature of assumed relations between an organization and its stakeholders as perceived by members. I suggest that individualistic, relational, and collectivistic orientations engender distinct patterns of relations with external and internal stakeholders and provide unique potential to advance certain forms of social value. I pay particular attention to relationships with customers, nonprofits, and employees. This framework may advance stakeholder theory and research on interorganizational relationships, the employment relationship, and intraorganizational relationships.

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