2020 年 9 巻 1 号 p. 126-132
This paper introduces the concept of identity capital and derives a framework for the creation of identity and strategy by entrepreneurs. Identity capital consists of the various cognitive skills that individuals use to form their identities. Before founding businesses, entrepreneurs leverage their cognitive skills based on the tangible and intangible sources that they possess to create identities that are “their ideal selves.” Entrepreneurs create strategies by continually projecting these identities onto the core strategies of the organizations they establish as “how we wish things to be.” When this happens, the entrepreneurs’ identity capital as a resource influences the content of the core strategy. Entrepreneurs create the core strategy and simultaneously draw up the deployment strategy plans to bring the core strategy into fruition. Then, when the people in the organization put the deployment strategies into practice, the activation influences the creation of the organizational identity. Therefore, entrepreneurs’ identity capital encourages entrepreneurs to design strategies in a way that creates a mutual correlation between identity and strategy.