Abstract
The seminal work on the extension of the service-profit chain by Homburg, Wieseke and Hoyer (2009) drew a lot of attention to the construct of organizational identity and its positive effects on the firm. These positive effects are most certainly not limited to the service sector but generally applicable. Yet, the question remains of how to achieve a high level of employees’ identification with the company.
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Koenig, T.M. (2017). A Question of Give and Take: How Company Support of Corporate Runs Affects Organizational Identity and Organizational Commitment. In: Campbell, C.L. (eds) The Customer is NOT Always Right? Marketing Orientationsin a Dynamic Business World. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-50008-9_12
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