Relationships Between Organizational Identity and Corporate Reputation: Management Challenges

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 perspective, Organizational Identity is the result of a social process of self-description and it reflects employees' general agreement on "who they are as an organization". From a perceptive paradigm, Corporate Reputation is the result of a social process that occurs on the stakeholders' level and it reflects their perception on "what the organization assumes to be". We propose a theoretical and empirical analysis, based on the case study strategy, of the relationships and differences between these two concepts. We aim to highlight the variables that are critical for managing a company's Intellectual Capital.