The Effect of Organizational Culture On Organizational Image and Identity: Evidence From A Pharmaceutical Company

Abstract

Every organization has its own distinct organizational culture that is fundamental for organizational identity of employees and the perceptions of organizational image. In this study, it is aimed to understand the relations of organizational culture, identity and image within a regional office of a pharmaceutical company. Three different surveys, each focusing on a different dimension, are conducted with all of the 10 managers of the regional office, 30 employees and 85 customers of the company. The findings of the research demonstrate the presence of a hierarchy culture, moderate level of organizational identity for employees and image perceptions based on R&D for the employees and brand for the customers. In the light of the findings, it is evaluated that there exists a need for change of the present organizational culture.