Interpretation of corporate identity in contemporary western sociology of management

The article gives an interpretation of the concept of corporate identity from the perspective of Western sociology of management. The differences of values and norms, and the identity of the target component, discuss the role of identity as a strategic project of building corporate relationships. The analysis of the content of foreign scientists work on the role of corporate identity in the management of the organization, which is divided into three areas of research and interpretation of the phenomenon under study - functionalist, constructivist, poststructuralist. Corporate identity is interpreted as a resource or mechanism of its creation and reproduction. In considering approaches to the study of corporate identity in contemporary Western sociology and management and management knowledge, the author notes the theory of hidden and "non-intrusive control" in the organization, conducts its substantive analysis, refers to the concept of "coordinated supervision" as a new, post-bureaucratic forms of control focuses on the teamwork, flexibility and innovation, departing from the strict hierarchical subordination and leading to a relative unanimity in values. The article notes that some researchers do not identify the notion of corporate and organizational identity, and that this difference in most cases occurs within the typology of identity on several levels and the allocation of the problem of "multiple identities". Corporate identity does not imply the conditions under which members of the organization fully identify themselves with the organization of both the regulator and the only socio-cultural group. The article shows that C.R. Scott, S.R. Corman, G. Cheney and identified four objectives for the identification of the source: the person, the working group, the organization and the profession. M. Pratt and P. Foreman in the existence of multiple identities see opportunities and threats. H.W. He and J.M.T. Balmer allocate identity levels within the organization: visual, corporate, collective organizational identity.