Identidad e imagen organizacional. Un recorrido por los artículos anglosajones más relevantes de los últimos veinte años

Ana Inés Pepe

doi:10.22235/d.v0i14.318

Autores/as

Ana Inés Pepe

DOI:

https://doi.org/10.22235/d.v0i14.318

Resumen

Las fronteras organizacionales están desdibujadas. Las empresas se desarrollan en un contexto de mercados globalizados, fusiones, adquisiciones, nuevas configuraciones estructurales –como las organizaciones en red, por ejemplo– y nuevos tipos de relaciones laborales, que van desde las tercerizaciones al teletrabajo. Las preguntas sobre la identidad empresarial están más vigentes que nunca. ¿Cómo la definimos? ¿Qué dimensiones la componen? ¿En qué se diferencia de la imagen organizacional? ¿Cómo impacta en la performance de la empresa? ¿Cómo afecta en el comportamiento de sus integrantes? ¿Cómo se produce el proceso de identificación? ¿Es gestionable la identidad empresarial? ¿Cambia o es permanente? ¿Es única o múltiple? En este artículo, Ana Inés Pepe responde estas preguntas desde la revisión de las discusiones principales sobre identidad organizacional que se han publicado en los principales journals en los últimos años.

Palabras clave: identidad organizacional, imagen organizacional, identificación, construcción de identidad.

Organizational boundaries are blurred. Companies develop in a context of globalized markets, mergers, acquisitions and new structural configurations -such as networked organizations, for example- and new types of workrelationships, ranging from outsourcing to teleworking. Questions about corporate identity are more relevant now than ever. How do we define it? What dimensions are parts of it? What are the differences with the organizational image? How does it impact in the company's performance? How does it affect the behavior of its members? How does the identification process occur? Is corporate identity manageable? Does it change or is it permanent? Is it single or multiple? In this article, Ana Inés Pepe answers these questions while reviewing the main discussions on organizational identity that have been recently published in major journals.

Key words: organizational identity, organizational image, identification, construction of identity.

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Biografía del autor/a

Ana Inés Pepe

(Montevideo) es licenciada en Comunicación Social por la Universidad Católica del Uruguay y está cursando el último año de la Maestría en Estudios Organizacionales, en la Universidad de San Andrés en Bueno Aires. Es consultora y codirectora de Contexto Comunicación Corporativa, y es docente de Comunicación Interna y de Gestión de la Imagen Corporativa en la Universidad Católica del Uruguay.

Citas

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