A word whose connotation is neither positive nor negative. For example, when speaking about a pet, the word âdogâ has a neutral connotation; but, the word âmuttâ has a negative connotation, and the word âpurebredâ has a positive connotation.
organizational identity is the central, distinctive, and continuous core of a shared organizational scheme, it can improve the organizational effectiveness and performance (Stimpert, Gustafson and Sarason, 1998) and can act as a framing mechanism for organizational decision making (Albert and
Organizational Identity is to not simply be an organization that provides commodities and services or to take stands on the salient issues of the day, but to do these things with a certain distinctiveness that allows the organization to create and legitimize itself, its particular profile, and its advantageous position [1].