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<p>Our purpose in this article is to explore the phenomenon of scientist’s personal brand (SPB) to better understand the relationship between organizational culture, institutional identity, and a scientist’s (self-) image. In doing so, we used Hatch and Schultz’s model of the dynamic of organizational identity which links culture and image via four processes: 1) mirroring – where identity is mirrored in the image of others; 2) reflecting – where identity is embedded in cultural understanding; 3) expressing – where culture makes itself known through identity claims; and 4) impressing – where expressions of identity leave impressions on others. Qualitative research methods, based on individual In-depth interviews (IDI) with eleven scientists who represented public and private institutions in Poland, allowed the authors to examine and develop the concept of SPB within the context of an organizational identity approach. We found from the IDI four recurring themes: the idea that SPB reflects cultural understanding, mirrors images of others’ expressions of identity, leaves impressions on others, and is constructed through scientists’ reflexive practices.</p>
</abstract>

Our purpose in this article is to explore the phenomenon of scientist’s personal brand (SPB) to better understand the relationship between organizational culture, institutional identity, and a scientist’s (self-) image. In doing so, we used Hatch and Schultz’s model of the dynamic of organizational identity which links culture and image via four processes: 1) mirroring – where identity is mirrored in the image of others; 2) reflecting – where identity is embedded in cultural understanding; 3) expressing – where culture makes itself known through identity claims; and 4) impressing – where expressions of identity leave impressions on others. Qualitative research methods, based on individual In-depth interviews (IDI) with eleven scientists who represented public and private institutions in Poland, allowed the authors to examine and develop the concept of SPB within the context of an organizational identity approach. We found from the IDI four recurring themes: the idea that SPB reflects cultural understanding, mirrors images of others’ expressions of identity, leaves impressions on others, and is constructed through scientists’ reflexive practices.

The Role of the Scientist’s Personal Brand in the Reflexive Construction of Organizational Identity

Discourses on Culture

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Our purpose in this article is to explore the phenomenon of scientist’s personal brand (SPB) to better understand the relationship between organizational...

The Role of the Scientist’s Personal Brand in the Reflexive Construction of Organizational Identity

Published Online: Dec 27, 2023

Page range: 199 - 228

Received: Nov 10, 2023

Accepted: Dec 12, 2023

DOI: https://doi.org/10.2478/doc-2023-0016

Keywords
scientist’s personal brand, reflexivity, organizational identity, dynamics of identity

© 2023 Justyna Dziedzic et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

The Role of the Scientist’s Personal Brand in the Reflexive Construction of Organizational Identity

Published Online: Dec 27, 2023

Page range: 199 - 228

Received: Nov 10, 2023

Accepted: Dec 12, 2023

DOI: https://doi.org/10.2478/doc-2023-0016

Keywordsscientist’s personal brand, reflexivity, organizational identity, dynamics of identity

© 2023 Justyna Dziedzic et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Keywords
scientist’s personal brand, reflexivity, organizational identity, dynamics of identity