The construction of organizational identity: Comparative case studies of consulting firms

This paper explores how organizational identity is constructed in four very different management consulting firms. The study suggests four broad dimensions that organizational members refer to in constructing their organizational identity: Knowledge Work, Management and Membership, Personal Orientation, and External Interface. We identify multiple themes within these broad dimensions of identity construction and highlight several broader identity-related issues, specifically: the extent to which shared ideas of a distinct organizational identity are present or absent in organizations, the relationship between organizational identity and the individual, and the balance of reality and fantasy in identity construction. (C) 2007 Elsevier Ltd. All rights reserved.