| This study explored emerging organizational identity in a recently divested strategy consulting firm. The intent of this study was to investigate the processes involved in the creation of organizational identity, and in doing so, to fill gaps in current theory on organizational identity dynamics. Given the relative absence of theory on the subject, this case study was exploratory in nature and relied on a grounded theory approach. In addition, this case study---consisting of 14 interviews and analysis of archival data at a single organization---was interpretive in its underlying orientation.;A number of findings emerged from the data that confirm and build on current organizational identity theory. Data revealed that organizational identity development occurred through social interaction and storytelling that were not fundamentally focused on the topic of organizational identity. Organizational identity initiated from the firm's founding members. Modeling and case studies facilitated the tacit transmission of organizational identity throughout the firm's history. Organizational identity was further clarified through comparison with other firms and was solidified through the use of various forms of corporate identity. Divestiture provided a unique opportunity to study organizational identity due to its relative salience and the firm's view that it was an occasion to establish its identity.;The study also aimed to develop key aspects of organizational identity relating to its various conceptions, key characteristics, and its dynamic relationship with other key constructs. Building on Hatch and Schultz (2002) notion of organizational sensemaking and organizational identity dynamics, this study further distinguishes organizational identity from organizational culture, organizational image, and corporate identity. The enduring or adaptive quality of organizational identity is considered in light of current theory and the findings of the study. This, results in distinctions of multiple levels of analysis for organizational identity. A revised theory of organizational identity dynamics based on an organizational level sensemaking structure is put forth. Ultimately, the study offers an alternative concept of organizational identity that seeks to incorporate existing theory and knowledge from multiple orientations. |
