Abstract: Organizational identity represents the essential value of why an organization exists, which is the fundamental basis for audiences to understand and explain organizational behaviors, but the theoretical connotation of it, especially the elemental and structural dimensions, remains unarticulated. To this end, CalEx Tech, Feihe, and Zhuyeqing are selected as the samples, and a structural model of organizational identity is constructed using case study supplemented by grounded coding methodology. This study finds that:(1) organizational identity consists of genetic identity dimension, expressive identity dimension, interpretive behavior dimension and deductive behavior dimension, involving both cognitive and behavioral aspects, and (2) the cognitive and behavioral aspects have internal relationships respectively. Genetic identity dimension is the basis of expressive identity dimension, and expressive identity dimension expresses it and influences the perception of organizational identity. Interpretive behavior dimension and deductive behavior dimension are based on and supportive to each other, and (3) there is an interaction between the two aspects. Genetic identity dimension is at the center of the organizational identity structure, expressive identity dimension is at the outer layer of it, connecting the behavioral dimensions. The core idea is the fundamental logical base and cognitive starting point of organizational identity, while the elements of other dimensions interact with and relate to each other. This study contributes to theoretical research in organizational identity and provides some theoretical guidance for managers.

Key words: cognitive aspect of organizational identity, behavior aspect of organizational identity, structural model of organizational identity, grounded theory, case study