HCBE Theses and Dissertations
Campus Access Only
All rights reserved. This publication is intended for use solely by faculty, students, and staff of Nova Southeastern University. No part of this publication may be reproduced, distributed, or transmitted in any form or by any means, now known or later developed, including but not limited to photocopying, recording, or other electronic or mechanical methods, without the prior written permission of the author or the publisher.
Date of Award
Dissertation - NSU Access Only
Doctor of Business Administration (DBA)
H. Wayne Huizenga School of Business and Entrepreneurship
As organizations 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 organization?" The purpose of this study is to examine the impact of geographical expansion on the reflected perceptions of internal stakeholders related to the organization's intended identity as defined by senior management. Through this study, four themes emerged from the data. The themes included a reliance on reputation, a sense of belonging, peer influence, and communication congruence. Based on this data, the study provides a marketing of identity process to assist organizations in communicating their identity throughout the organization and across geographic locations.
Ryan Spittal. 2010. The Impact of Geographic Expansion on Intended Identity of an Organization. Doctoral dissertation. Nova Southeastern University. Retrieved from NSUWorks, H. Wayne Huizenga School of Business and Entrepreneurship. (106)