Communicated values as indicators of organizational identity: A method for organizational assessment and its application in a case study

Organizational identity (OI) has traditionally been defined as those core, distinctive, and enduring features unique to an institution (Albert Cheney Vaugn, 1997) published in the last decade has prompted that Albert and Whetten's (1985) definition of OI be recast to emphasize message transmission and organizational values among its core properties. Subsequently, this paper advances a revised definition of OI, describes a content analytic method for OI assessment, and then applies it in a case study to determine the communicated values comprising the identity of a specific organization, the United Church of God, an International Association, during its first five years. Results of a longitudinal analysis indicate that United's identity reflects the following values: (a) during its first year of existence family security, obedience, mature love, helpfulness, and ambition; (b) during its third year of operation family security, helpfulness, ambition, obedience, and true friendship; and (c) in its fifth year family security, ambition, helpfulness, obedience, and wisdom. Based on these results, three findings are advanced regarding United's OI. The implications of this study are addressed in terms of what they mean for United and for OI inquiry in general.