"Who are WE?" The pursuit of an answer to this tantalizingly simple question began with a book chapter written in 1985 by organization theorists Stuart Albert and David Whetten. "Organizational Identity" established the construct of identity at the organizational level and described it as the sum of three types of claims -- claims of an organization's central character, claims of its distinctiveness from other organizations, and claims of temporal continuity that tie the present organization to its history.