Establishment of sustainable organizational identity: proposition of anthropomorphism, agile leadership, organizational change, and competitive advantage

This research aims to build model and proposition of establishment of sustainable organizational identity. This research determines anthropomorphism and agile leadership as antecedents of sustainable organizational identity. This research also determines competitive advantage as consequence of sustainable organizational identity establishment. Furthermore, this research determines organizational change as moderating variable between sustainable organizational identity and competitive advantage. The model is, generally, built based on RBV. This research concludes that theoretical model and previous studies can identify that anthropomorphism and agile leadership can be hypothesized and examined empirically in the future to determine sustainable organizational identity. This research also conclude that sustainable organizational identity can be hypothesized and examined empirically in the future to determine competitive advantage. Furthermore, this research conclude that change management can be used as moderating variable between sustainable organizational identity and competitive advantage. This research contributes to the development of the concept of sustainable organizational identity symbolization, especially in conceptualizing the theory. This research limits to model and proposition formulation without empirical study because of the limitation of questionaries of sustainable organizational identity. Future research is expected to formulate questionaries of sustainable organizational identity so the empirical study can be performed. © 2024 Elsevier B.V., All rights reserved.