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date: 23 January 2020

Abstract and Keywords

In this chapter, drawing from past research on organizational identity change and our observations at several companies that have engaged in such an effort, we develop a framework of planned organizational identity change. In particular, we shed light on how organizations use new identity claims to bring about a deliberate change in their identity. Our framework suggests that such initiatives focus on communicating identity to both internal and external stakeholders. Further, while these initiatives aim at ensuring employee alignment in the internal audience (i.e., organizational members), the goal in the case of external audience is managing reputation. We illustrate the framework with an example of a Dutch funeral insurance and care organization—DELA—that brought about identity change in this manner. Finally, we discuss several research and practice implications based on the framework.

Keywords: planned identity change, identity claims, employee alignment, organizational reputation, insights from practice

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