Relations between Organizational Culture, Identity and Image

Mary Jo Hatch, Majken Schultz

Research output: Contribution to journalJournal articleResearchpeer-review


Addresses the relationship between organizational culture, identity and image. Argues that contemporary organizations need to define their corporate identity as a bridge between the external position of the organization in its marketplace and other relevant environments, and internal meanings formed within the organizational culture. Offers an analytical framework using the concepts of organizational culture, identity and image and suggests implications, including the need for symbolic management in and of the organization and the need to combine knowledge from the disciplines of marketing and organization studies.
Original languageEnglish
JournalEuropean Journal of Marketing
Issue number5/6
Pages (from-to)356-365
Number of pages10
Publication statusPublished - 1997


  • Corporate identity
  • Corporate image
  • Organizational culture
  • Organizational identity
  • organizational image
  • Symbolic management

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