The Continuity-Change Duality in Narrative Texts of Organizational Identity

This paper focuses on how continuity and change are managed discursively in narrative texts of organizational identity and thus helps move forward the discussion about persistence and change in organizational identity. The study reports on the content, context and authorial elements of the evolving narrative composed by a Canadian bank's senior managers. The analysis indicates that the discursive strategies employed by organizational authors to establish confluence (or simultaneous continuity and change) include the selective reporting of elements from the past, present and future, the juxtaposition of the 'modern and attractive' with the 'outdated and undesirable', the persistent use of expansive labels that allow the addition and subtraction of meanings attached to the labels, and the importation of selected themes from the wider macro-discourses. In keeping with the view that organizations are plurivocal, evolving narratives of the organization in the business press are also presented. These narratives contribute themes that are at times concordant with senior managers' accounts and thus confirm the value of the changes in identity elaborated by management; at other times, press accounts are discordant with senior managers' narratives and provide alternative evaluations of the changes. The paper concludes with reflections on the indeterminacy of both organizational identity - for the texts that constitute it remain open to multiple readings and to subsequent re-writing that continually destabilize it - and the narrative research enterprise that falls short of providing comprehensive and incontrovertible accounts of the voices that constitute organizations.