Identity is a multidisciplinary field spanning psychology, sociology, and organizational theory. For future managers in family firms and family offices, understanding how identity operates as a strategic form of power within elite family organizations is essential. This course examines how identity, when strategically embedded in governance and decision-making processes, shapes symbolic capital and public legitimacy, and enhances financial performance through strengthened reputation, stakeholder trust, and long-term strategic coherence. Students will develop the analytical ability to assess how family firms embed identity into strategic decision-making, and how family offices institutionalize, coordinate, and sustain identity beyond the boundaries of the firm. The course also explores art and cultural engagement as strategic instruments for reputational positioning and intergenerational value creation.  

Through case studies, applied exercises, and strategy design workshops, students will acquire practical skills in identity analysis, reputation management, and cultural strategy development for family firms and family offices.