The soul of communicated identities: Individual and collective values
The majority of firms communicate collective values (see Table III). However, those
values that are most prominent in Consortium’s communications are not necessarily
the most relevant in firms’ communications, which indicate a great variety in the
relative weight of the values communicated (in terms of average number of sentences
expressing the value). Individual values are less often communicated by firms: 80
percent of the sample projects one individual value, 45 percent projects two, and 6
percent projects three. Only nine firms project more individual values than collective
values. In total, 34 individual values emerged from the inductive codification.
Moreover, these values were found to be similar and coherent with collective values.
Four individual values are quite common in firms’ websites: family (29.8 percent), land
(21.4 percent), tradition (15.4 percent), and entrepreneurship (14.3 percent