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
The organizationâs identity is made up of its vision, mission, and values. It tells the âstoryâ of the organization and why it exists. Organizational identity can also be distinguished by the organizationâs look (branding) and message. Finally, an organization is often identified with its leadership.