Managing Dual Identities in Nonprofit Rebranding: An Exploratory Study
研究10家慈善组织品牌重塑中，管理者如何协调使命驱动与商业驱动的双重身份，揭示四种策略及资源压力对身份侧重的影响。
Nonprofit organizations that engage in rebranding strategies face challenges reconciling normative (social or mission driven) and utilitarian (business driven) identities of their organizations. This research examines the interplay between rebranding processes and dual identities of 10 rebranded charitable organizations, in particular how these identities are reflected in managers’ narratives and subsequently shape rebranding strategies. The study reveals four types of rebranding strategies and the potential drivers for their adoption. Pressure to secure resources can lead nonprofit organizations to emphasize utilitarian identities in rebranding, and so surface hidden tensions among stakeholders reluctant to relinquish established normative identities. In managing the process of rebranding, senior managers engage in practices of justifying, re-visioning, and influencing to reduce emerging tensions. The research suggests that both utilitarian and normative identity concerns need to be addressed during the process.