Consulting firm identity: the online effort to differentiate and compete

Purpose – The purpose of this paper is to examine how consulting organizations create identity online. Using a sample of 50 consulting organizations in Australia, the research discusses the strategic implications of broadcasting multiple organizational identities online and the subsequent impact this has on legitimacy. Design/methodology/approach – The research paper engages content analysis across a broad sample to highlight common practices of online identity construction. Findings – The analysis of the sample highlights the creation and perpetuation of multiple, and sometimes contradictory, identities for consulting firms in the online sphere. Originality/value – This research paper highlights how consulting firms try to differentiate themselves in an industry that is both highly competitive and frequently changing.