Det er den enkeltes individuelle verdier som bestemmer organisasjonens moral og etikk. Disse individuelle verdiene trenger ikke nødvendigvis å ha noen sammenheng med de verdiene som er formulert i det offisielle verdigrunnlaget.
Organisasjonen kan ses på som en scene, et teater hvor aktørene spiller bestemte roller og prøver å kommunisere de riktige inntrykkene til de riktige publikumsgruppene.
Med identitetskapene symboler menes symboler som gir virksomheten en identitet utad og en følelse av fellesskap og tilhørighet innad gjennom å signalisere hvem vi er og hva vi står for
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