Organizational identity orientation: The genesis of the role of the firm and distinct forms of social value

Abstract

This article fleshes out a recently introduced and empirically grounded framework of organizational identity orientation, which refers to the nature of assumed relations between an organization and its stakeholders as perceived by members. I suggest that individualistic, relational, and collectivistic orientations engender distinct patterns of relations with external and internal stakeholders and provide unique potential to advance certain forms of social value. I pay particular attention to relationships with customers, nonprofits, and employees. This framework may advance stakeholder theory and research on interorganizational relationships, the employment relationship, and intraorganizational relationships.