The Interplay between Internal and External Identity Work when Institutional Change Threatens the Collective Identity: The Case of a Wholesaler Faced with the Rise of Central Purchasing

An organization’s identity, as defined by its members, must be aligned with collective identity prescribed institutions. This alignment is broken when an institutional change threatens the and jeopardizes existence of a group organizations. They then undertake to carry out work, both internal external, in order establish new alignment. Based on single case study, this research article explores interplay between two forms work: external. The findings study reveal that introspective work feeds repair traditional values have been rediscovered thanks reflexive examination self organization. By extrospection external fed organization internalizes enacts practices. these findings, puts forward theoretical propositions, well model aims realign collective.