Organizacijos identitetas: charakteristikos ir struktūros elementai

Straipsnyje pristatoma organizacijos identiteto vystymo teoriniai aspektai, pabrėžiant interesų grupių vaidmenį, išryškinant tam tikrus identiteto analizės lygmenis bei charakteristikas: centriškumą, savitumą, sąlyginį tęstinumą ir kt. Identifikuojamos organizacijos identiteto kūrimo ir vystymo dedamosios, kurias galima įvardinti esminiais identiteto struktūros elementais: organizacijos kultūra, strategija, komunikacija, įvaizdis. Organizacijos identiteto problematika apima platų teorinių prielaidų, siejamų su organizacijų vadybos, organizacijų elgsenos, komunikacijos, socialinės psichologijos, rinkodaros, interesų grupių tyrimų sritimis, kompleksą. Tai leidžia suformuluoti mokslinę problemą – išskirti ir pagrįsti pagrindines teorines prieigas, leidžiančias išryškinti organizacijos identiteto charakteristikas ir struktūros elementus.

Heightening competition, growing complexity of trademarks recognition and a variety of tags and company names raise interest in issues relating to the development of organisational identity. These issues are particularly relevant in organisations that seek to distinguish themselves from others and manage their own image. The article addresses specific theoretical aspects of the development of organisational identity by emphasizing the role of interest groups and highlighting certain levels and characteristics of identity analysis, namely, centrality, uniqueness, conditional continuity, etc. The components of the creation and development of organisational identity are identified and defined as the key elements of the identity structure: organisational culture, strategy, communication and image. The analysis of scientific literature allows stating that the problems relating to the development of organisational identity, which occupies an insufficiently defined niche in the system of management, organisational behaviour, social psychology, communication and marketing sciences, encompass a wide range of theoretical preconditions. This allows for the formulation of a scientific problem – to distinguish and substantiate the key theoretical approaches that enable to highlight the characteristics and structural elements of organisational identity. The objectives of the research study are as follows: 1) to reveal the conception of organisational identity by highlighting the levels of its analysis; 2) to identify and define the features and characteristics of organisational identity; 3) to define the role and connection of the structural elements of organisational identity as well as its impact on identity development.