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1. Introduction
2. Goals
3. Presentation outline
4. The concept of organizational identity
5. Organizational identity: concept and perspectives
6. Organizational identity, strategy and metaphors
7. Why organizational identity matters for strategy
8. OI attributes as well as resource qualities
9. Organizational identity and metaphors
10. Making sense of and through metaphors
11. Most scholars focus on de-contextual projection
12. An elicitation approach
13. Embodied realism
14. Individual identity formation in embodied realism
15. Five everyday embodied experiences
16. A multi-modal elicitation approach to metaphors
17. Some of the design principles
18. Facilitating organizational identity formation
19. Eliciting embodied metaphors of OI
20. Case example - exploring OI in CellCo's strategy
21. Constructing OI in CellCo's management team
22. The collectively constructed model of CellCo
23. The metaphors revealed important concerns
24. How this was strategically consequential
25. Summary and conclusion
26. Summary
27. Our approach informs several research streams
28. Thank you
29. References

Topics Covered

• Organizational identity
• Strategic management
• Competitive advantage
• Resource-based view
• Strategy work
• Identity work
• Metaphors
• Metaphorical reasoning
• Embodiment
• Embodied metaphors
• Multi-modality
• Multi-modal elicitation
• Strategy as Practice

Links

Series:

• Strategy as Practice

Categories:

• Management, Leadership & Organisation
• Strategy

Bite-size Case Studies:

• CellCo: using metaphors to understand organizational identity

Talk Citation

Publication History

• Published on August 15, 2012