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Corporate identity orientation and disorientation : A complexity theory perspective
Devereux, Luke Melewar, T. C. Dinnie, Keith Lange, Thomas
Devereux, Luke
Melewar, T. C.
Dinnie, Keith
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.
Keywords
corporate identity, complexity theory, strategic orientation, corporate identity orientation, corporate identity disorientation
Date
2020
Type
Journal article
Journal
Journal of Business Research
Book
Volume
109
Issue
Page Range
413-424
Article Number
ACU Department
Faculty of Law and Business
Collections
Relation URI
Source URL
Event URL
Open Access Status
Published as green open access
License
File Access
Open
Controlled
Controlled