Evaluación de los elementos de la cultura organizacional y la identidad corporativa en una empresa lojana, año 2025

Abstract

Abstract: This research analyzes the elements of organizational culture and corporate identity in a Loja-based company, with the aim of identifying opportunities for improvement and proposing strategies that drive a coherent and sustainable internal transformation. To this end, the OCAI model by Cameron and Quinn (2006) was applied to employees to determine their current and desired cultural profile; and the Arendt & Brettel Corporate Identity Scale (2010) was applied to department heads to understand their strategic perception of identity management. The results reveal a structured culture, but with aspirations toward more innovative and achievement-oriented environments; as well as a poorly disseminated institutional identity. In response, a set of phased strategies is proposed that articulate both axes, strengthening the sense of belonging, internal coherence, and external projection. The study offers a roadmap for organizations seeking to consolidate their identity and evolve culturally based on their own reality.