Organizational identity in a world-leading cluster : an empirical study of how communication might contribute in creating a converging identity in NCE Node

Abstract

This empirical study explores how organizational identity in a world-leading cluster is constructed from three identity types; projected desired and perceived identity. It has focused on important factors that are fundamental for giving birth, developing, and resulting in decline in clusters. The research have focused on looking at three identity types in the organization; projected, desired and perceived. By looking at these types it was possible to locate gaps and see potentials for NODE’s own communication and their path further. If those three identity types are aligned it means that external shareholders experience NODE and their actual identity as coherent and thereby their reputation will become better. If it was not aligned there would have been gaps between members and the organization, then trust and cooperation would have been difficult. This way communication to external shareholders would be interpreted as false or wrong and it might have damaged their reputation. I have used qualitative interview of eight respondents as main source of empirical data. The thesis discuss in which way organizational identity in a cluster is possible and relevant, but also how perspectives of corporate identity and organizational identity together can combine in creating a converging and aligned identity in a cluster.