Culture, identity and organizational image: development of a methodology for its study at the University

Abstract

Culture, identity and organizational image constitute three interrelated parts of the same meaning construction system that defines the organization in its most constitutive elements. The components of this conceptual triad are critical variables for university management by strongly conditioning the processes involved in the adoption of strategic, tactical and operational decisions. Based on a bibliographic review and on the experience acquired by the authors through their years of study of the Argentine university system, this article proposes a methodology for the study of culture, identity and organizational image in a university organization, providing useful guidelines for researchers interested in the object of study and for actors involved in higher education management.