Dateien

Résumé

This study examines the effects of hybrid product and organizational identities on members’ identification with their organization. Borrowing from the identity congruence model of Foreman and Whetten (2002), the effects of dual identities are operationalized in the form of a current-ideal congruence of normative and utilitarian organizational identity elements. In addition, products are argued to symbolize and embody self-defining attributes of the organization, thereby acting as cues to or extensions of the organization's identity. Thus the normative and utilitarian product identities are hypothesized to affect organizational identification, both as covariates of organizational identity congruence as well as through a product-organizational identity comparison mechanism. These relationships are examined in the context of a sales force of a multinational pharmaceutical company, selling key products, in various stages of development. Analysis of survey data confirms the majority of the hypothesized effects. These results are discussed with respect to the implications for future organizational identification research and managerial practice—particularly with respect to new product development.

Einzelheiten

Aktionen