Organizational identity and perception of values in the enterprise – in the light of research results

Purpose: The aim of the article is to present various approaches to organizational identity, with particular reference to the approach of J.M.T. Balmer (2017) and various approaches to values. Moreover, presenting the results of empirical research on the perception of organizational identity by enterprise employees and values in relation to own construct of values oriented towards the functioning of enterprises in their various aspects. Design/methodology/approach: Theoretical research in the field of organizational identity and values in the enterprise. Conducting own empirical research, also in relation to own value construct, which takes into account various aspects of the company’s operation, also relations with the environment. The article is an innovative approach to the presented topic due to the use of author’s own value construct in relation to empirical research. Findings: According to the conducted research, all of the above-mentioned features of the organizational identity of the entities, the respondents are employed in, were considered important. These include: organizational type of the enterprise, purpose(s) of the enterprise/organization, area of activity, geographical scope, ethos and values, market position, management method and employee behaviour, markets and customers served, quality of products and/or services. Moreover, it was shown that all the areas included in the author’s value construct are important for the surveyed employees, i.e. customer service, quality, responsibility, teamwork. Research limitations/implications: Further research will focus on the remaining features of organizational identity by J.M.T. Balmer, also in relation to the analysis of the approach of representatives of different age groups and industry specificity. Moreover, it is worth including the cultural context in future research and indicating, on the basis of a representative sample, how representatives of lower levels of management and the management staff of enterprises approach the aspects discussed in this article. The study has some limitations. The results cannot be generalized because the sample was not selected probabilistically. Practical implications: The presented original value construct can constitute a set of indications for further diagnosis and modification of the development paths of an economic entity, also in the perspective dimension. Its application can be universal and the research results obtained on its basis may support the targeting of programs to improve the management of various types of business entities, also in the context of shaping their organizational identity. Social implications: The research presented in the article is part of the research trend that serves to shape attitudes conducive to building awareness of corporate social responsibility in the context of the presented approach to values oriented not only to the development of the enterprise but also to shaping appropriate relations with the environment. Originality/value: The study showed the perception of organizational identity by company employees in connection with the values identified in author’s own construct.