Are we one, or are we many? Diversity in organizational identities versus corporate identities

Sonja Sarasvuo

doi:10.1108/jpbm-03-2020-2827

Abstract

PurposeThe implications of multiple organizational identities for branding research have been scarcely considered. This paper aims to explore what sources of identity internal stakeholders use to construct organizational identities and corporate identities, and identify how diversity emerges in the perceived identities across various stakeholders.Design/methodology/approachThe empirical study includes 59 in-depth interviews with internal stakeholders in a business-to-business service company.FindingsEmployees may perceive identity diversity as a strategic benefit for the company, and employees may not identify with a uniform corporate identity. The corporate identity could become more identifiable for employees through managerial recognition of different dimensions of identity diversity, such as multiple professional and locational identities.Originality/valueThe study bridges insights between organizational identity and corporate identity and problematizes identity coherence and consistency as strategic principles for corporate branding by proposing an alternative approach guided by identity diversity. Additionally, the study discusses identity diversity-based approaches to internal branding and co-creation in branding.

Highlights

Multiple organizational identities are an acknowledged phenomenon in organizational studies (Pratt, 2016), yet their implications for branding in marketing literature have been scarcely considered
Perceived dimensions of organizational identity versus corporate identity Findings suggest that there is a difference between how organizational identity and corporate identity are perceived, revealing various sources that informants use for identity construction
This study contributes to branding research based on insights from 59 qualitative interviews exploring how internal stakeholders perceive organizational identity and corporate identity, and diversity within them, in a B2B service company

Summary

Introduction

Multiple organizational identities are an acknowledged phenomenon in organizational studies (Pratt, 2016), yet their implications for branding in marketing literature have been scarcely considered. Potential changes in the perceptions Influences to and changes in the perceived organizational identity and/or corporate identity (Gioia et al, 2013; Schultz of the company over time and Hernes, 2013). Consistent with the suggestion by Holmlund et al (2019), representatives from the selected company were involved in the initial phases of the study in which managers at the marketing and communications department provided background information about the organization’s situation. Their involvement supported understanding the context and developing interview themes. They assisted in selecting and contacting informants and commenting on initial findings

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