Los valores de la organización como elementos generadores de identidad en la marca institucional del colaborador de la Universidad Cooperativa de Colombia sede Cali

Abstract

Organizational dynamics are permeated by different elements that are possible to demonstrate from the interactions and fluctuations given between the components present in a given context, this as a product of an action (intrinsic or extrinsic) that permeates the experience or perception of the individual, from their individual character to the collective. Therefore, it becomes important to explore, identify and understand the nature of those actions or elements that manage to condition human behavior in an organization and that are configured as ideal factors for the development and construction of an organizational culture and identity. Next, an exploratory and descriptive investigation is carried out, around the theme raised, seeking to determine how the values present in a university institution of a cooperative nature are configured as a factor of identity generator in its collaborators.