“Identity as a tool to shape communication strategy. A model for empirical research.

The aim of this dissertation is that of providing an overview of existing theories regarding the subject of organizational identity and to connect such framework to the concepts of organizational culture and construed external image, in order to create a new perspective on how identity can be used to shape internal and external communication strategy. This work explores how communication strategy has to be planned and executed with an eye on the intended interlocutor, as well as, what are the consequences of poor communication within and outside organizations. In this sense, identity analysis is a useful tool to discovering or understanding an organizations’ central and distinctive features, to be leveraged upon while formulating strategic action and during business decision making processes. An identity research methodology is described and explained in order to provide a model for future empirical research.