Author:
Chelliah John,Georges Samantha
Abstract
Purpose
– The purpose of this paper is to examine how consulting organizations create identity online. Using a sample of 50 consulting organizations in Australia, the research discusses the strategic implications of broadcasting multiple organizational identities online and the subsequent impact this has on legitimacy.
Design/methodology/approach
– The research paper engages content analysis across a broad sample to highlight common practices of online identity construction.
Findings
– The analysis of the sample highlights the creation and perpetuation of multiple, and sometimes contradictory, identities for consulting firms in the online sphere.
Originality/value
– This research paper highlights how consulting firms try to differentiate themselves in an industry that is both highly competitive and frequently changing.
Subject
Strategy and Management,Management Information Systems
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