Corporate identity orientation and disorientation : A complexity theory perspective

Journal article


Devereux, Luke, Melewar, T. C., Dinnie, Keith and Lange, Thomas. (2020). Corporate identity orientation and disorientation : A complexity theory perspective. Journal of Business Research. 109, pp. 413-424. https://doi.org/10.1016/j.jbusres.2019.09.048
AuthorsDevereux, Luke, Melewar, T. C., Dinnie, Keith and Lange, Thomas
Abstract

The importance of corporate identity to organizations is increasing, which has led to the conceptualisation of corporate identity orientation. This paper challenges existing thinking by suggesting that if corporate identity orientation exists, so could corporate identity disorientation. Using a complexity theory perspective this conceptual paper explores how orientation/disorientation could emerge, and how the two could be related. The paper concludes that a combination of orientation and disorientation could be beneficial for corporate identity development, and that disorientation need not be wholly negative. This is relevant because the environment organizations find themselves in increasingly causes identity disorientation, so exploring this further helps address this crucial issue. As such, this paper opens new directions for researchers to look at corporate identity development, and also for practitioners to embrace elements of disorientation and how it may help unlock new opportunities.

Keywordscorporate identity; complexity theory; strategic orientation; corporate identity orientation; corporate identity disorientation
Year2020
JournalJournal of Business Research
Journal citation109, pp. 413-424
PublisherElsevier Inc.
ISSN0148-2963
Digital Object Identifier (DOI)https://doi.org/10.1016/j.jbusres.2019.09.048
Scopus EID2-s2.0-85077081966
Open accessPublished as green open access
Research or scholarlyResearch
Page range413-424
Author's accepted manuscript
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Open
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All rights reserved
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Output statusPublished
Publication dates
Online27 Dec 2019
Publication process dates
Accepted18 Sep 2018
Deposited13 Dec 2021
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