HCBE Theses and Dissertations

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Date of Award


Document Type

Dissertation - NSU Access Only

Degree Name

Doctor of Business Administration (DBA)


H. Wayne Huizenga School of Business and Entrepreneurship


Thomas Griffin

Committee Member

Russell Abratt

Committee Member

Michael Bendixen


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.

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