THE CONCEPT OF IDENTITY IN THE BUSINESS WORLD : TOWARDS INVESTIGATION

Abstract

In the last few years, the word identity seems to have become a difficult and ambiguous concept. Its difficulty lies in its changeability and transience. Certainly, Identity, be it social, cultural, religious or whatsoever, can be quickly shaped and changed by socio-political, economic, ideological and most importantly cultural forces. Nowadays, it is generally acknowledged that the construction of identity is dramatically increasing in almost every part of the world. Therefore, identity should be dealt with from different perspectives, both locally and globally. The present paper tends to question the concept of identity in the world of business in general, and inside call centers, which are located in Morocco in particular. Definitely, call centers are an increasingly important part of today’s business world; they create new work opportunities for millions of agents across the globe and they serve as a primary customer-facing channel for firms in different countries. Their main aim is to conduct business and provide their customers with a sense of satisfaction before and after sales. However, these centers tend to impose some identity imperatives on their agents, which makes most of them, if not all, suffer from this type of work.