合法化
合法性
组织领域
身份(音乐)
组织认同
背景(考古学)
组织沟通
领域(数学)
过程(计算)
业务
知识管理
公共关系
社会认同理论
意会
战略沟通
营销
社会学
组织承诺
计算机科学
社会心理学
心理学
政治学
社会团体
制度理论
法学
古生物学
物理
纯数学
社会科学
数学
声学
操作系统
政治
生物
作者
Nell C. Huang-Horowitz,Sandra K. Evans
标识
DOI:10.1177/2329488417696726
摘要
The purpose of this study is twofold: (a) to assess how small firms communicate their organizational identity (OI) as part of the legitimation process and (b) to explore communicated values as expressions of OI. Using nanotechnology as an emerging field context, the authors conducted interviews with managers from 23 small firms and analyzed the identity values expressed in company communication materials using computerized content analysis. The findings demonstrated a clear focus on gaining legitimacy by emphasizing social recognition and fitting in. Three paradoxes emerged as follows: being adaptable yet focused; being cutting edge yet traditional; and developing new products, yet ones that fit in with existing products. We propose that in addition to serving as expressions of firms’ OI, values can also drive the strategic communication of OI and may provide resolutions to these paradoxes. We introduce the term complex dynamic organizational identity to describe the way firms use multiple, fluid, and dynamic organizational identities as a component of strategic communication with stakeholders. We argue that firms should take a more active role in constructing a complex dynamic OI as a strategic approach to facing paradoxes and improving internal and external communication.
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