HCBE Theses and Dissertations
Campus Access Only
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Date of Award
2010
Document Type
Dissertation - NSU Access Only
Degree Name
Doctor of Business Administration (DBA)
Department
H. Wayne Huizenga School of Business and Entrepreneurship
Advisor
Thomas Griffin
Committee Member
Russell Abratt
Committee Member
Michael Bendixen
Abstract
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.
NSUWorks Citation
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)
https://nsuworks.nova.edu/hsbe_etd/106.