Identity Strategies That Make a Difference

1988 ◽  
Vol 9 (3) ◽  
pp. 28-32 ◽  
Author(s):  
Laurence D. Ackerman
Keyword(s):  
Identity Strategies

scholarly journals A PRÁTICA DE POSICIONAMENTO DE MARCA EM AGÊNCIAS DE COMUNICAÇÃO

2008 ◽  
Vol 12 (4) ◽  
pp. 55
Author(s):  
Aléssio Bessa Sarquis ◽  
Ana Akemi Ikeda
Keyword(s):  
Key Words ◽  
Empirical Research ◽  
Communication System ◽  
Service Marketing ◽  
Service Organizations ◽  
Brand Identity ◽  
Brand Positioning ◽  
Santa Catarina ◽  
Identity Strategies ◽  
Positioning Strategy

This article is about the brand positioning of service organizations. The aim of the paper is to inquire about the practice of brand positioning of communication agencies, and it entails the following subjects: brand identity, strategies for positioning, types of communication, system of identification, and views about the importance of positioning. The empirical research done is of the exploratory type, being qualitative, not probabilistic, and the method used for collecting data is personal depth interviewing. The data was collected from the eight most important agencies in Santa Catarina State. The results suggest that some of these communication agencies use the brand positioning strategy, but that they lack the appropriate methods, and their investment is not sufficient to communicate the positioning desired. Key words: Service Marketing. Brand positioning. Communication agencies.

scholarly journals To Be or Not to Be an Ethnic Firm: An Analysis of Identity Strategies in Immigrant-owned Organizations

2017 ◽  
Vol 20 (1) ◽  
pp. 18-33 ◽  
Author(s):  
Diya Das ◽  
Eileen Kwesiga ◽  
Shruti Sardesmukh ◽  
Norma Juma
Keyword(s):  
Social Identity Theory ◽  
Entrepreneurial Orientation ◽  
Home Country ◽  
Immigrant Entrepreneurship ◽  
Identity Strategies ◽  
Immigrant Entrepreneurs ◽  
Systematic Exploration ◽  
Organizational Mortality ◽  
Contextual Moderators ◽  
Specific Identity

Immigrant groups often pursue entrepreneurial endeavors in their new home country. Even though both immigrant entrepreneurship and organizational identity have received scholarly attention, there has been little systematic exploration of identity strategies pursued by immigrant-owned organizations. In this article, we develop a theoretical framework that draws on the concepts of liability of foreignness and social identity theory in the context of immigrant entrepreneurship. Our framework explores how immigrant entrepreneurs may negotiate identities for their firms through the development of specific identity strategies that confirm or underplay their national/ethnic identities in order to survive in their immediate environment. We develop a model that shows how these confirmations or underplaying strategies work both for firms that have an individualistic entrepreneurial orientation, as well as those with a collective/associative entrepreneurial orientation. We also suggest two contextual moderators to this relationship: (1) the image of the founder's country of origin, and (2) the presence of immigrant networks in the host country, which may alter the effectiveness of identity strategies in terms of organizational mortality outcomes.

Ethnicity, Nationalism, and Migration in Southeast Asia

2018 ◽  
Author(s):  
David Brown
Keyword(s):  
Southeast Asia ◽  
Ethnic Politics ◽  
Domestic Terrorism ◽  
Identity Strategies ◽  
State Legitimacy ◽  
Political Relationships ◽  
Key Factor ◽  
Plural Society ◽  
Negative Impacts ◽  
And Migration

In southeast Asia, ethnic tensions and conflicts stem in large part from economic or power rivalries rather than cultural differences. The political relationships between ethnic identities and nation-state identities in southeast Asia can be analyzed based on three different frameworks, each offering important insights into the region’s complexities and variations. The first is the plural society approach, which points to cultural pluralism as the source of political tensions in southeast Asia. The implication of this view is that ethnic violence will tend to take the form of rioting between people of different cultures as they compete for state resources or power. The second framework is a state legitimacy approach, which argues that the national identity strategies adopted by the state elites are the key factor influencing the structure of ethnic politics. In this context, the strategy of state legitimation is employed to promote the migration of highland ethnic minorities out of their ancestral homeland areas so as to facilitate their economic development, but also their assimilation into the ethnic core. The third framework is a globalized disruption approach, which suggests that globalization has three negative impacts relating to economic disparities, the problematical politics of democratization, and fears of international or domestic terrorism. It can be said that the politics of ethnicity and nationalism in southeast Asia arises from the enhanced appeal of ethnic and national stereotypes for people experiencing diverse insecurities, giving rise to inter-ethnic distrust as well as intra-ethnic factionalism.

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