Purpose

This paper aims to explore the key elements and dynamic formation mechanisms involved in the company identity construction during multicompany identification.

Design/methodology/approach

This study adopted a longitudinal single case study method, selected a representative company as the study case and analyzed the interactive practice of identity construction between the company and its external stakeholders based on the theory of organizational identity and sensemaking.

Findings

This study finds that the process of company identity construction for external stakeholders involves six elements. Companies mainly use a highly controlled, equality and interaction model to develop identity for a single stakeholder. Company identity is based on the company’s core identity claims and is formed by gradually integrating and cooperating with the identity claims of different stakeholders. Meeting the self-defining needs of stakeholders is a key driving force behind the evolution of company identity.

Practical implications

This study offers practical implications for companies to pursue and construct multicompany identity. For different types of external stakeholders, companies can adopt different identity sensemaking models. To build a new company identity, a company needs to do more on the basis of identity insights to break cognitive constraints and build new identity claim. Companies need to integrate new identity claims with the original identity claims. If different identity claims conflict or are difficult to reconcile, it may damage their original identity claims and companies need to evaluate the trade-offs.

Originality/value

This study expands the concept of company identity construction from the individual perspective to organizational identity and contributes to research in relationship marketing. This study identifies the key elements of company identity construction with multistakeholder participation and contributes to theory building in company identity research. The results of this study reveal the company identity construction mechanism for different external stakeholders and the dynamic formation process of multicompany identity.

中文翻译：

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多公司识别中公司身份的意义建构：环意国际旅行社纵向案例研究

目的

本文旨在探讨多公司识别过程中公司身份建构所涉及的关键要素和动态形成机制。

设计/方法/途径

本研究采用纵向单一案例研究的方法，选取一家具有代表性的企业作为研究案例，基于组织认同和意义建构理论分析了企业与其外部利益相关者身份建构的互动实践。

发现

本研究发现，外部利益相关者的公司身份建构过程涉及六个要素。公司主要使用高度控制、平等和交互的模型来为单个利益相关者开发身份。公司身份是以公司的核心身份主张为基础，由不同利益相关者的身份主张逐渐融合、协同形成的。满足利益相关者的自我定义需求是公司身份演变背后的关键驱动力。

实际影响

本研究为公司追求和构建多公司身份提供了实际意义。针对不同类型的外部利益相关者，企业可以采用不同的身份感知模型。要建立新的企业身份，企业需要在身份洞察的基础上做更多的工作，打破认知约束，建立新的身份主张。公司需要将新的身份声明与原始身份声明相结合。如果不同的身份声明发生冲突或难以调和，则可能会损害其原始身份声明，公司需要权衡取舍。

原创性/价值

本研究将公司身份建构的概念从个人视角扩展到组织身份，有助于关系营销的研究。本研究确定了多利益相关者参与的公司身份构建的关键要素，并有助于公司身份研究的理论构建。本研究的结果揭示了不同外部利益相关者的公司身份建构机制和多公司身份的动态形成过程。