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

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 perspective, 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 organization. From a perceptive paradigm, Corporate Reputation is the result of a social process that occurs on the external 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 companys 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.