| Abstract [eng] |
Organization identity is not only the strategy of management in modern organization, which goals is to introduce itself, it‘s experience and point of view to it‘s interest groups, but also the identity creates a sense of community and understanding between coworkers. It also helps them to know the organization better from the inside and to reach both individual and organizational goals consistently. Also the identity lets clearly and consistently communicate with external groups of interests. But in a virtual organization strong identity is not created or it can be done in hard work and to mantain it is not easy as well: coworkers usually do not communicate directly and do not have a strong cooperation sense, the virtual organization does not have physical location, sometimes there is even absense of clear organizational structure. It is also very difficult to create it‘s strong culture, incorporate it‘s mission and vision in everyday work. All these aspects form identity of the organization which helps to buil the basic for a clarity and certainty – this is particularly important in order to create a transparent organization. The paper‘s object – identity management problems or the virtual organization. A goal of the paper is to ascertain possibilities of the identity management of the virtual organization. Tasks of the paper: to analyze features of organization‘s identity management and how is beeing formed; to ascertain the meaning of the virtual organization, classifications and characteristics; to ascertain possibilities and features of the virtual organization‘s identity formation; to measure identity management problems of the virtual organization. A theoretical analysis of documents, literature and scientific articles, a comparative analysis and content analysis method demonstrated, that organization identity is one of the most important factors, which determines successful activity of organization. But its formation is long and complicated process. Many theoretical insights, that help to manage the identity of organizations, are supplied in scientific articles and literature, but identity can be successful only if the managers know what to do, feel what they want and clearly see what they reach. What is more, virtual organizations are distinguished by their structure and nature of the action in the mass organizations. Nowadays, virtual organizations are those organizations, which are flexible, global, fast-reacting to the changes and let its employees to work at home. But possibilities of the identity formation of virtual organization are very limited. Virtual organizations are still not trying to develop a strong identity in order to entrench in a market and to compete with traditional organizations. An explored theory and research results indicated that the creation of the virtual organization, management, identity formation and other areas have not yet been fully explored. That and percentage of using elements of identity (49, 27%) show the virtual identity management problems exist. So it could be determined these virtual identity management problems of virtual organizations: - lack of the information of virtual organization’s identity formation; - lack of appropriate practical examples; - not felt a need for identity formation because of low-competition; - virtual organization are not considered real and strong enough that would be worthwhile to create its identity; - reduced opportunities of identity formation as compared with traditional organizations. These problems explain why just few organizations dare to become a virtual organization. |
