English
This dissertation studies identities in modern markets. Organizations not only endow individuals with identities as organizational members but also have their own identities. Modern markets have witnessed new trends like workers’ simultaneous affiliation to multiple organizations as well as organizational increasing emphasis on social values to become value-laden organizations. I propose that organizations may strategically leverage workers’ secondary employment affiliations to hire from other organizations for better employment outcomes. Also, value-laden organizations should project a credible identity for their laden values to achieve market success. In particular, on the organizational level, I conceptualize identity detailedness and identity reification as two layers of the identity of an organization, and theorize and show their role in enhancing the credibility of an organization to achieve superior market success. On the populational level, local average identity detailedness and local average identity reification may boost the entry rate of new organizations who are inclined to be positioned with higher identity detailedness and higher identity reification than incumbents, which improves the credibility of the collective identity of value-laden organizations. My dissertation contributes to identity, strategic management and entrepreneurship literature.