Short answer

Designers and marketers should consider the multiple, often implicit, narratives that shape an organization's identity and ensure that their external communications resonate with these diverse internal understandings.

Field: Innovation & Markets
Source: Journal of Organizational Change Management (2005)
Method: Case Study
Evidence: Moderate effect

Organizations develop a multifaceted identity through the interplay of distinct, yet connected, narrative threads that represent different stakeholder perspectives. This innovation & markets research insight is drawn from a 2005 study published in Journal of Organizational Change Management. Using Case study, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Designers and marketers should consider the multiple, often implicit, narratives that shape an organization's identity and ensure that their external communications resonate with these diverse internal understandings.

Study

Innovation & MarketsHigh ImpactModerate effect

Organizational Identity is Shaped by Multiple, Interwoven Narratives

Organizations develop a multifaceted identity through the interplay of distinct, yet connected, narrative threads that represent different stakeholder perspectives.

Journal of Organizational Change Management · 2005

Key Findings

01Organizations are characterized by identity multiplicity, with several distinct collective identity narratives coexisting.
02These narratives are 'accomplishments' of individual and collective identities, constructed through language and conversation.
03Organizational change is partly constituted by shifts in these shared understandings, as encoded in narratives.

Application

Design takeaway

How to apply

When developing a brand strategy or marketing campaign, conduct research to identify the dominant and emerging narratives within the organization and among its key stakeholders. Tailor messaging to acknowledge and integrate these narratives.

Project actions

01When researching a company for a design project, look beyond official statements to understand the stories employees and customers tell about it.
02Consider how different user groups might have different 'narratives' about a product or service.

Method & Evidence

AimHow do distinct collective identity narratives within an organization contribute to its overall organizational identity and influence change?

MethodCase Study

ProcedureThe research involved an in-depth case study of a tour operator, analyzing their shared identity narratives. Three primary narratives ('utilitarian', 'normative', and 'hedonic') were identified and contrasted with dissenting viewpoints to understand how these narratives shape organizational understanding and facilitate change.

ContextTour Operator Business

Variables

IVDistinct collective identity narratives (utilitarian, normative, hedonic)

DVOrganizational identity, organizational change

CVOrganizational context (tour operator)

Strengths & Limitations

Strengths

+Provides a nuanced view of organizational identity beyond simple definitions.
+Highlights the role of language and discourse in shaping organizational reality.

Limitations

It can be challenging to objectively identify and differentiate between various narratives within a complex organization.

Reliability & validity

Reliability could be enhanced through multiple coders analyzing narrative data. Validity is supported by the in-depth case study approach, providing rich contextual understanding.

Think critically

To what extent can a single design intervention effectively address or reconcile conflicting organizational identity narratives?

Design Principles

"Embrace narrative multiplicity in organizational identity."

Understanding these narrative structures is crucial for effective branding, marketing, and strategic communication. By recognizing and managing these diverse identity narratives, businesses can better align their external messaging with internal realities and stakeholder perceptions, fostering stronger market positioning and brand loyalty.

What This Means for Your Design

Think of a company's identity like a story with different characters (employees, customers, management) telling slightly different versions of the same story. These different versions, or narratives, all contribute to what the company is really like and how it changes.

How to use in your project

1.Analyze the narrative of a chosen company or product to understand its market positioning and identify opportunities for design intervention.

Add to My Project

Quick Cite

Paragraph starter

This design project acknowledges that organizational identity is not a static entity but a dynamic construct shaped by multiple, interwoven narratives. By understanding these distinct collective identity narratives, such as utilitarian, normative, and hedonic, it is possible to develop design solutions that resonate more effectively with diverse stakeholder groups and support organizational change.

Source

Journal of Organizational Change Management

Narrative, identity and change: a case study of Laskarina Holidays

journal · 2005

View source

Questions About This Research

What does the research say about organizational identity is shaped by multiple, interwoven narratives?: Designers and marketers should consider the multiple, often implicit, narratives that shape an organization's identity and ensure that their external communications resonate with these diverse internal understandings. Evidence: Journal of Organizational Change Management (2005).
Why does "Organizational Identity is Shaped by Multiple, Interwoven Narratives" matter for design?: Understanding these narrative structures is crucial for effective branding, marketing, and strategic communication. By recognizing and managing these diverse identity narratives, businesses can better align their external messaging with internal realities and stakeholder perceptions, fostering stronger market positioning and brand loyalty.
How can designers apply this research?: Designers and marketers should consider the multiple, often implicit, narratives that shape an organization's identity and ensure that their external communications resonate with these diverse internal understandings.
What were the main findings?: Organizations are characterized by identity multiplicity, with several distinct collective identity narratives coexisting.. These narratives are 'accomplishments' of individual and collective identities, constructed through language and conversation.. Organizational change is partly constituted by shifts in these shared understandings, as encoded in narratives.
What research method was used?: Case Study.
How strong is the evidence?: Evidence strength is rated Moderate effect, based on a 2005 journal from Journal of Organizational Change Management.
What should I do differently in my next project?: When developing a brand strategy or marketing campaign, conduct research to identify the dominant and emerging narratives within the organization and among its key stakeholders. Tailor messaging to acknowledge and integrate these narratives.
What are the limitations?: The findings are based on a single case study, limiting generalizability. The focus is on narrative construction, potentially overlooking other drivers of organizational identity.