Research On The Mechanism Of Reconciling The Tension Among Multiple Company Identities

The purpose of the paper is to explore the mechanism of company multiple identities tension reconciliation.How can companies maintain the attractiveness and significance of multiple identities for stakeholders under resource constraints,gain stakeholders' identification,and achieve multiple identities synergy? Maintaining company multiple identities synergy is crucial for companies to maintain competitive advantage.There are relatively few studies on the mechanism of reconciling the tension among company multiple identities.This paper takes HUANYI International Travel Agency as the research object.Based on the in-depth analysis of the domestic and foreign scholars' research on the tension among company multiple identities,we collect data from multiple channels,and carry out normative coding analysis on the data.On this basis,we propose the model of reconciling the tension among company multiple identities based on resource leverage logic,and analyze the important role of resource leverage logic in the process of tension reconciliation.1)This paper reveals the source of company multiple identities tension from the perspective of resources.The multiple identity of the company will compete for the limited resources of the company.Under the condition of resources shortage,the multiple identities of the company will conflict and cause losses to the company.2)We propose that the resource leverage logic is the mechanism of reconciling the tension among company multiple identities.Under the guidance of resource leverage logic,companies make up for the shortage of its own resources by utilizing external resources,thereby expanding the resource base of the company and solving the multiple identities tension of the company from the root.3)We also unfold theprocess of reconciling the company multiple identities tension.Companies proactively create value for stakeholders with their own key resources to acquire the resources of stakeholders and achieve the accumulation of external resources.After obtaining access to external resources,companies must actively seek opportunities and create opportunities to activate internal and external resources of companies.Companies must change the structure and configuration of resources,and transform external resources into internal resources owned by companies.After internalizing and absorbing external resources and transforming them into internal resources of companies,it is necessary to evaluate the multiple identities of companies,focus on the most important and most relevant company identities,invest resources and shape identities,finally companies can achieve multiple identities synergy.This research theoretically enriches the research on the multiple identities of companies,unfolds the process of company multiple identities tension reconciliation,and reveals the mechanism of reconciling the tension among multiple identities.In practice,it provides an important basis for companies to use resource leverage logic to manage multiple identities of companies.