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The OTRI-I Audit and the Detection and Expression of Hidden and Blind Organizational Identities: Implications for Managing Reputational Intelligence, Authenticity and Alignment

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Abstract:

This study introduces a method for identifying multiple and hybrid identities for values-based organizations. Using a case study composed of mixed qualitative and quantitative methods, this paper details an instrument and process for detecting and expressing an organization's multiple organizational identities from the perspective of its publics. Within the US population, the OTRI-I Audit empirically verified the existence of eight distinct but not mutually exclusive publics having different perceptions of the identity of the denomination. These eight profiles explained 53.7 percent of the statistical variance. Two publics represented views of the organization's corporate story that should be used as reference points for uncovering hidden or blind identities or reputations, managing authenticity and aligning the organization's various identities from the AC2/3/4ID Test for the mutual benefit between an organization and its stakeholders.

Document Type: Research Article

DOI: http://dx.doi.org/10.1057/crr.2012.11

Affiliations: Department of Communication and Journalism, Lipscomb University, Nashville, TN, USA

Publication date: January 1, 2012

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