The Role of the Scientist’s Personal Brand in the Reflexive Construction of Organizational Identity
Justyna Dziedzic,
Łukasz Sułkowski
Abstract:Our purpose in this article is to explore the phenomenon of scientist’s personal brand (SPB) to better understand the relationship between organizational culture, institutional identity, and a scientist’s (self-) image. In doing so, we used Hatch and Schultz’s model of the dynamic of organizational identity which links culture and image via four processes: 1) mirroring – where identity is mirrored in the image of others; 2) reflecting – where identity is embedded in cultural understanding; 3) expressing – wher… Show more
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