In recent decades, a new social condition has emerged, in which human beings increasingly seek to strengthen their identity by belonging to communities. The role of these communities as providers of identity may offer a powerful construct for explaining and interpreting a vast array of firm...

An important reason why individuals join groups or communities is to satisfy their needs for identity. Firms might exploit this societal tendency to gain a competitive advantage. Using the strategic approach adopted by Kiehl’s, a U.S. cosmetic producer and retailer, as a source of inspiration...