Majken Schultz

Responding to Organizational Identity Threats: Exploring the Role of Organizational Culture

In this paper, we present a longitudinal study of organizational responses to environmental changes that induce members to question aspects of their organization’s identity. Our findings highlight the role of organizational culture as a source of cues supporting “sensemaking” action carried out by leaders as they reevaluate their conceptualization of their organization, and as a platform for “sensegiving” actions aimed at affecting internal perceptions. Building on evidence from our research, we develop a theoretical framework for understanding how the interplay of construed images and organizational culture shapes changes in institutional claims and shared understandings about the identity of an organization.

The Dynamics of Organizational Identity

Although many organizational researchers make reference to Mead’s theory of social identity, none have explored how Mead’s ideas about the relationship between the ‘I’ and the ‘me’ might be extended to identity processes at the organizational level of analysis. In this article we define organizational analogs for Mead’s ‘I’ and ‘me’ and explain how these two phases of organizational identity are related. In doing so, we bring together existing theory concerning the links between organizational identities and images, with new theory concerning how reflection embeds identity in organizational culture and how identity expresses cultural understandings through symbols. We offer a model of organizational identity dynamics built on four processes linking organizational identity to culture and image. Whereas the processes linking identity and image (mirroring and impressing) have been described in the literature before, the contribution of this article lies in articulation of the processes linking identity and culture (reflecting and expressing), and of the interaction of all four processes working dynamically together to create, maintain and change organizational identity. We discuss the implications of our model in terms of two dysfunctions of organizational identity dynamics: narcissism and loss of culture.

BRINGING THE CORPORATION INTO CORPORATE BRANDING

This paper describes corporate branding as an organisational tool whose successful application depends on attending to the strategic, organisational and communicational context in which it is used. A model to help managers analyse context in terms of the alignment between strategic vision, organisational culture and corporate image is presented. The model is based on a gap analysis, which enables managers to assess the coherence of their corporate brand. Use of the model is illustrated by examining the stages of development that British Airways passed through in the creation of its corporate brand. The paper concludes that corporate brand management is a dynamic process that involves keeping up with continuous adjustments of vision, culture and image. The model suggests an approach to corporate branding that is organisationally integrated and cross‐functional, hence the thesis that it is important to bring the (whole) corporation into corporate branding.

Cultural variation of leadership prototypes across 22 European countries.

This study sets out to test the assumption that concepts of leadership differ as a function of cultural differences in Europe and to identify dimensions which describe differences in leadership concepts across European countries. Middle-level managers (N = 6052) from 22 European countries rated 112 questionnaire items containing descriptions of leadership traits and behaviours. For each attribute respondents rated how well it fits their concept of an outstanding business leader. The findings support the assumption that leadership concepts are culturally endorsed. Specifically, clusters of European countries which share similar cultural values according to prior cross-cultural research (Ronen & Shenkar, 1985), also share similar leadership concepts. The leadership prototypicality dimensions found are highly correlated with cultural dimensions reported in a comprehensive cross-cultural study of contemporary Europe (Smith, Dugan, & Trompenaars, 1996). The ordering of countries on the leadership dimensions is considered a useful tool with which to model differences between leadership concepts of different cultural origin in Europe. Practical implications for cross-cultural management, both in European and non-European settings, are discussed.

The ‘Catch 22’ of communicating CSR: Findings from a Danish study

This research explored the apparent ‘Catch 22’ of communicating Corporate Social Responsibility (CSR). Although companies are regularly encouraged to engage in CSR, they are simultaneously discouraged to communicate about this engagement. We contribute with two models that may help to explain how companies can best communicate about their CSR initiatives. Based on a reputation survey and two case studies of Danish corporate CSR frontrunners, first we develop an ‘inside‐out approach’ to suggest how managers can manage their CSR activities to achieve favourable CSR reputation in a ‘Catch 22’ context. Employees appear as a key component in building trustworthiness as CSR communication is shown to evolve when taking an ‘inside‐out approach’. Second, we develop a CSR communication model with two CSR communication processes targeting different stakeholder groups: ‘the expert CSR communication process’ and ‘the endorsed CSR communication process’. Integrating these models and processes may help companies strategically capture reputational advantage from their CSR initiatives.

A Temporal Perspective on Organizational Identity

We offer as our main theoretical contribution a conceptual framework for how the past is evoked in present identity reconstruction and the ways in which the past influences the articulation of claims for future identity. We introduce the notion of textual, material, and oral memory forms as the means by which organizational actors evoke the past. The conceptual framework is applied in a study of two occasions of identity reconstruction in the LEGO Group, which revealed differences in ways that the past was evoked and influenced claims for future identity. Our study suggests that 1 a longer time perspective in the use of memory enabled a longer time perspective in formulating claims for future identity, 2 a broader scope of articulated identity claims for the future was related to the combination of a broader range of memory forms, and 3 the depth of claims for future identity was related to the way in which memory forms were combined. At a more general level, our paper illustrates how viewing identity construction from the perspective of an ongoing present adds a new dimension to understanding the temporal dynamics of organizational identity.

National culture and leadership profiles in Europe: Some results from the GLOBE study.

Different cultural groups may have different conceptions of what leadership should entail, i.e. different leadership prototypes. Several earlier studies revealed that within Europe various cultural clusters can be distinguished (Hofstede, 1991; Ronen & Shenkar, 1985). Using recent data from the GLOBE project, this article discusses similarities and differences on culture and leadership dimensions among 21 European countries. The results show that two broad clusters or patterns of cultural values can be distinguished, contrasting the North-Western and South-Eastern part of Europe. Within these clusters, differences in leadership prototypes to a certain extent mirror differences in culture. On the basis of these results it is hardly possible to speak of a single typically European culture or one distinct European management style. However, on some dimensions European scores are different from at least some other regions in the world.

Building Brands Together

Co-creation is a rapidly emerging area of research. However, there is a lack of understanding as to how organizations use co-creation to build relationships and generate value. How does participation emerge and what outcomes does it deliver? To generate insight into the co-creation process, we created an online brand community. Our findings show that people participate in a community because it offers them the chance to find fulfillment, to express their creativity, and to socialize. The findings have significant implications for marketing, branding, and research professionals because the research shows that managers have to see participants as integral to the brand.

On Celebrating the Organizational Identity Metaphor: A Rejoinder to Cornelissen

We disagree strongly with Cornelissen’s critique of the organizational identity metaphor on grounds that he: seriously underplays the generative strength of metaphor in the study of organizations; inappropriately applies the standards of assessment from one paradigm to the approaches of another; and raises false concerns about issues of self reference, reification and multilevel transference of concepts, among others.

The Cycles of Corporate Branding: The Case of the LEGO Company

This article presents a framework for the strategic management of corporate brands as seen from a top management perspective. It describes the change processes involved in a corporate branding effort at the LEGO Company. While much of the literature on branding focuses on the initiation of a corporate branding effort (e.g., brand positioning, brand identity formulation, brand architecture design), this article follows the LEGO Company9s branding process through four progressive phases: stating the brand; linking vision to culture and brand image; involving stakeholders in brand relevant activities; and integrating the organization behind the brand. During this strategic shift, LEGO9S top management vision, organizational culture, and stakeholder images became increasingly aligned.