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 people join communities is to satisfy their identity needs. Firms might exploit this societal tendency to gain competitive advantages and thus stronger economic profits than rivals. By reviewing the strategic approach adopted by Kiehl's, a U.S. cosmetic producer and retailer,...

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...