ABSTRACT

Organizations realize that their license to operate and the supportive behavior of their stakeholders relate to how they come across. If the identity of an organization is not a single, but multiple it may face unique challenges in strategic communication. The purpose of this study is to identify how the reputation and legitimacy of such a multiple identity organization (MIO) are affected by its performance and communications. Building on organizational identity theory, insights from corporate communication, and stakeholder theory, the potential vulnerabilities are listed through theoretical deduction and are illustrated by the case of Sanquin, the Dutch blood supply foundation. The case assessment relies on interviews with stakeholders and journalists, complemented with an analysis of newspaper headlines. The mismatch between the identities endangers legitimacy because legitimacy is based on the conformity to norms and values, the area where the identities clash. The inherent tension between the ideological and utilitarian identity cannot be avoided completely, but a strategic communication policy that manages the balance between the identities in organizational communication could help a better understanding of MIOs. The case offers insights into how creating this balance might be considered in the development of strategic communication of MIOs.

摘要

组织意识到他们的经营许可和利益相关者的支持行为与他们的遭遇有关。如果一个组织的身份不是单一的，而是多重的，它可能会在战略沟通中面临独特的挑战。本研究的目的是确定这样一个多重身份组织 (MIO) 的声誉和合法性如何受到其绩效和沟通的影响。基于组织认同理论、企业沟通洞察和利益相关者理论，通过理论推导列出了潜在的漏洞，并以荷兰血液供应基金会 Sanquin 的案例进行了说明。案例评估依赖于对利益相关者和记者的采访，并辅​​以对报纸头条的分析。身份之间的不匹配危及合法性，因为合法性是基于对规范和价值观的一致性，即身份冲突的领域。意识形态和功利身份之间的内在张力无法完全避免，但管理组织沟通中身份之间平衡的战略沟通政策可以帮助更好地理解 MIO。该案例提供了关于如何在 MIO 的战略沟通发展中考虑如何创建这种平衡的见解。但管理组织沟通中身份之间平衡的战略沟通政策可以帮助更好地理解 MIO。该案例提供了关于如何在 MIO 的战略沟通发展中考虑如何创建这种平衡的见解。但管理组织沟通中身份之间平衡的战略沟通政策可以帮助更好地理解 MIO。该案例提供了关于如何在 MIO 的战略沟通发展中考虑如何创建这种平衡的见解。