5. Case study

5.1 Company presentation and definition of organizational identity

• Presentation

  Company no. 1 is a limited company with 55 employees, which can be classified as an SME. It is managed by two brothers who are responsible for the company's strategy (figure 6 ).

  The company manufactures large and small freezers for private and professional use, with single or double doors.

  The product range is made up of five types of freezer and 14 products:

  • 4 models are aimed at professionals and are marketed through a distributor;...