Consulting firm identity: the online effort to differentiate and compete

Abstract

Purpose

The purpose of this paper is to examine how consulting organizations create identity online. Using a sample of 50 consulting organizations in Australia, the research discusses the strategic implications of broadcasting multiple organizational identities online and the subsequent impact this has on legitimacy.

Design/methodology/approach

The research paper engages content analysis across a broad sample to highlight common practices of online identity construction.

Findings

The analysis of the sample highlights the creation and perpetuation of multiple, and sometimes contradictory, identities for consulting firms in the online sphere.

Originality/value

This research paper highlights how consulting firms try to differentiate themselves in an industry that is both highly competitive and frequently changing.

Citation

Chelliah, J. and Georges, S. (2015), "Consulting firm identity: the online effort to differentiate and compete", Journal of Business Strategy, Vol. 36 No. 6, pp. 47-53. https://doi.org/10.1108/JBS-02-2015-0019