TY - JOUR
T1 - Navigating relative invariance
T2 - perspectives on corporate heritage identity and organizational heritage identity in an evolving nonprofit institution
AU - Lee, Zoe
AU - Davies, Iain
PY - 2019/6/11
Y1 - 2019/6/11
N2 - The notion of relative invariance is highlighted as a foundational principle in how corporate heritage identity traits can remain the same, yet change in meaning over time. Yet, little is published regarding how this notion manifests, or how corporate heritage stewards manage it in identity challenging situations. Utilizing a case study of one of the UK's oldest cancer charities, we highlight how two groups of protagonists - heritage defenders and service innovators -shape the meaning of corporate heritage identity over time. We explore four core tensions that expose the multifaceted and complex nature of relative invariance and identify specific integration and compartmentalization strategies utilized to restore balance, allowing for the continued meaningfulness of corporate heritage identity. Overall, our study advances the notion of relative invariance, providing a more complete understanding of stewards' affinity toward corporate heritage and extending the field of corporate heritage identity into the nonprofit sector.
AB - The notion of relative invariance is highlighted as a foundational principle in how corporate heritage identity traits can remain the same, yet change in meaning over time. Yet, little is published regarding how this notion manifests, or how corporate heritage stewards manage it in identity challenging situations. Utilizing a case study of one of the UK's oldest cancer charities, we highlight how two groups of protagonists - heritage defenders and service innovators -shape the meaning of corporate heritage identity over time. We explore four core tensions that expose the multifaceted and complex nature of relative invariance and identify specific integration and compartmentalization strategies utilized to restore balance, allowing for the continued meaningfulness of corporate heritage identity. Overall, our study advances the notion of relative invariance, providing a more complete understanding of stewards' affinity toward corporate heritage and extending the field of corporate heritage identity into the nonprofit sector.
KW - corporate heritage identity
KW - multiple heritage identities
KW - nonprofit branding
KW - organizational heritage identity
KW - relative invariance
UR - http://www.scopus.com/inward/record.url?scp=85067036615&partnerID=8YFLogxK
U2 - 10.1016/j.jbusres.2019.05.038
DO - 10.1016/j.jbusres.2019.05.038
M3 - Article
AN - SCOPUS:85067036615
JO - Journal of Business Research
JF - Journal of Business Research
SN - 0148-2963
ER -