Affected by their organizational identifications, members frequently pursue organizational goals at the expense of their own interests—that is to say, behave in a way that is altruistic from a personal standpoint. No organization could survive that elicited only behavior for which employees felt selfishly rewarded and that supervisors could enforce. The added effort that is elicited by identification is a major and essential source of organizational effectiveness and is a principal reason for carrying out economic activities in organizations rather than markets.
