Identities can be considered an intangible resource when they support the competitive advantage of a firm. Some work has shown that the context of an organization matters but will that hold true at a beach location filled with large numbers of micro-businesses and small businesses where entrepreneurs and small business owners engage their world both as individuals and as organizations? We examine the literature on identity and utilize a zoomorphic metaphor to elicit unbiased understandings of the coherence or dissonance of entrepreneurial and organizational identities. We found some intriguing results showing unexpected similarities and an affinity for coherent identities.



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