Exploring the relationship between corporate identity disorientation and dynamic capabilities

The importance of corporate identity to organizations is increasing, which has led to the conceptualisation of corporate identity orientation. This study challenges existing thinking by suggesting that if corporate identity orientation exists, so could corporate identity disorientation. Further to this it suggests that corporate identity disorientation may in fact be useful for an organization. In order to explore this, the perspective of dynamic capabilities is used in order provide structure to how disorientation may be beneficial.
A qualitative, exploratory approach was adopted, and empirical work was carried out via a multiple case study of five social enterprises. Social enterprise was chosen as it was a useful sector to explore for corporate identity (e.g. strong mission, values) and dynamic capabilities (solving social problems in innovative ways). Data was collected using interviews, observation and document analysis. Thematic analysis was then applied to the data.
Theoretical contributions are the introduction of strategic orientation, exploring the relationship between orientation and disorientation, the conceptualization of corporate identity disorientation and exploring the relationship between corporate identity disorientation and dynamic capabilities.
Managerial contributions include highlighting that corporate identity disorientation can be useful and may even be something that could be purposefully induced by an organization. This is especially so for corporate identity as it could help lead to unlocking new opportunities, and develop more distinctiveness. It could also be a useful stage to go through in adapting to dynamic environments. The second managerial contribution is to be aware that corporate identity disorientation is not a magic bullet. It must be used in a balance with corporate identity orientation. This is to help provide some consistency for stakeholders to engage with. This is relevant because the environment organizations find themselves in increasingly causes identity disorientation, so exploring this further helps address this crucial issue.