The Effect of Organizational Identity and Entrepreneurial Orientation on the Corporate Reputation: A Propositional Review

Abstract

Building on Resource-Based View, the purpose of this study is to investigate the effect of organizational culture as a sub-dimension of organizational identity, Porter's competitive strategies (differentiation and cost leadership), and innovativeness as a sub-dimension of entrepreneurial orientation on corporate reputation. When we check the literature, we confront with lots of studies that investigate the relations among these concepts partially. However, we didn't find any studies that investigate the relations among these concepts by holistically. In other words, despite extensive research into the role played by organizational culture and corporate reputation management attaining inter-organizational advantage, the way in which these resources matter for generic strategies and innovativeness has received scant attention. This limitation constitutes the main motivation and original side of the study. In this respect, in this study, we try to fill the gap in the current literature by means of determining the organizational level antecedents of the corporate reputation. Moreover, we believe that addressing indirect relations will ease the nature of complex causal effects. Additionally, with this effort, we propose a conceptual model that further researches could empirically test it in a holistic manner.

Corporate Identity, Entrepreneurial Orientation and Cultural Values of Manufacturing Companies in Southern Philippines

“…Entrepreneurial orientation and cultural values play a major role in creating a positive corporate identity. Innovativeness as a component of entrepreneurial orientation has a significant relationship with corporate identity (Hoholm and Stronen, 2011;Yildiz, 2018). Understanding, strategizing, and innovating describe how identification during the process of planning becomes a stabilizer and an organizer.…”