| SPITTAL, Ryan |
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| No author information available |
| Articles |
Autumn 2009
The impact of geographic expansion on intended identity of an organisation
Russell Abratt, Ryan Spittal
As organisations grow and expand past their operational headquarters, individual branches may reflect a different identity than that of the headquarters. The question then is, 'Is senior
management able to transcend geographical boundaries and communicate the identity that has shaped their strategy for the organisation?.' The purpose of this paper is to examine the impact of geographical expansion on the reflected perceptions of internal stakeholders related to the
organisation's intended identity as defined by the senior management. The authors review the literature on identity in relation to image and reputation in order to seek answers to this question. The paper concludes with four propositions that need to be tested empirically in the future. |
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