A identidade pode ser definida como o conjunto de características que fazem as pessoas, grupos e organizações similares e diferentes uns dos outros, considerando a continuidade e a diferenciação. É um conceito que pode ser abordado em diversos níveis: pessoa, grupo, organização, nação e mundo e é importante porque constroi interesses, valores e projetos. A pergunta central de pesquisa é Como se estabelece a identidade organizacional em parques tecnológicos, em suas reciprocidades com a identidade pessoal? O objetivo geral deste estudo consiste em investigar como se estabelece a construção da identidade organizacional em parques de ciência e tecnologia a partir do entendimento do construto de identidade pessoal, gerando subsídios para modelos de gestão. Operacionalmente, a identidade organizacional foi estudada considerando elementos estruturantes encontrados na literatura de identidade pessoal, que são o histórico (o quê, como, por quem, para quê), visão de futuro, confiabilidade, autonomia, integração, recapacitação e relacionamentos, bem como aspectos centrais e distintivos. A identidade organizacional é o guia final para a tomada de decisões, quando um conflito parece insolúvel. É, portanto, um conceito importante em contexto de competitividade, cujo conceito seminal foi publicado em 1985. Os parques tecnológicos são entendidos como um instrumento de interação entre universidade e empresa para gerar competitividade através da inovação, promovendo qualificação, aumento de empregos e bem-estar social pela geração do conhecimento. Os parques tecnológicos são um fenômeno recente no Brasil, cujas primeiras iniciativas ocorreram há trinta anos, em 1984, e intensificou-se após a lei da inovação, há dez anos, em 2004. O estudo caracteriza-se como exploratório, qualitativo, com estudo de casos múltiplos e seu nível de análise é o organizacional. Foram estudados o Parque Eco Tecnológico Damha, o Parque Tecnológico - São José dos Campos e o Parque Tecnológico de Sorocaba. Foram utilizadas múltiplas fontes de evidências, que são observação, documentos, materiais audiovisuais e reuniões individuais e em grupo. Foram realizadas reuniões com os gestores dos parques tecnológicos bem como em três empresas; adicionalmente, foi realizada uma entrevista com especialista no tema Parques Tecnológicos. O valor que gera distintividade e diz respeito à essencialidade da existência dos parques estudados está na inovação, como fruto do desenvolvimento científico, e fomento de empresas inovadoras, que gere competitividade, mesmo que isto ocorra em detrimento dos setores enunciados, como forma de continuidade e diferenciação, ou seja, a competência de adaptar-se a novos horizontes. Esta pesquisa contribui com o estudo da identidade organizacional de parques tecnológicos, que é um fenômeno recente e pouco estudado, considerando os aspectos centrais, duradouros e distintivos, e com a proposição de parâmetros que norteiam o estabelecimento das identidades organizacionais, a partir do estudo do construto de identidade pessoal, que são confiabilidade, autonomia, integração, recapacitação e, ainda, o entendimento das parcerias como stakeholders internos nestes ambientes e pelas perguntas como, por quê, quando e por quem. O modelo gera inovação psicossocial, e verifica que a mudança para o parque gerou incremento da qualidade de vida no trabalho, percebido nos aspectos de qualidade de ambiente, de empreendedorismo e cordialidade; facilidades; confiabilidade; recapacitação; integração; imagem e acesso a financiamentos, embora este último constitua ainda uma barreira. Ressalva-se que estes achados limitam-se aos casos estudados. / Identity can be defined as the set of characteristics that make people, groups and organizations similar and different from each other considering continuity and differentiation. It is a concept that can be approached at different levels: individual, group, organization, nation and world, and is important because it builds interests, values and projects. The central research question is How organizational identity is established in technology parks in reciprocity with personal identity? The purpose of this study is to investigate how to establish the organizational identity construction in science and technology parks from the understanding of personal identity construct, generating subsidies for management models. Operationally , organizational identity has been studied considering the structural elements found in the personal identity literature , which are historical ( what, how , by whom and for what ) , forward thinking , reliability , autonomy , integration , retraining and relationships , as well as central and distinctive features . The organizational identity is the ultimate guide to making decisions when a conflict seems insoluble. It is therefore an important concept in the context of competitiveness, which seminal concept was published in 1985. Technological parks are seen as a tool for interaction between university and company to generate competitiveness through innovation, promoting skills, job growth and social welfare from knowledge generation. Technological parks are a recent phenomenon in Brazil, whose first initiatives occurred thirty years ago , in 1984 , and intensified after the innovation law , ten years ago , in 2004. This study is characterized as exploratory, with multiple cases and their level of analysis is organizational. São José dos Campos Technology Park, Sorocaba Technological Park and Damha Eco Technology Park were studied. It were used multiple sources of evidence, which are observation, documents, audiovisual materials and individual and group meetings. Meetings with managers of technology parks and three companies were held and, additionally, an interview with an expert on the subject. The value that generates distinctiveness and concerns the essentiality of the existence of the studied parks lies in innovation as the result of scientific development , and promotion of innovative companies that generate competitiveness , even if this occurs at the expense of the sectors listed, as a form of continuity and differentiation , that means , the power to adapt to new horizons. The study contributes by organizational identity study in technology parks , which is a recent phenomenon and little studied , considering the central , enduring and distinctive features , and the proposition of parameters that guide the establishment of organizational identities , from the study of construct of personal identity , which are reliability, autonomy, integration, requalifying and further the understanding of partnerships and internal stakeholders in these environments and the questions how, why, when and by whom . The model generates psychosocial innovation, and finds that moving to the park improves the quality of working life, noted in quality aspects of the environment, entrepreneurship and warmth; facilities; reliability; requalifying; integration; image and access to finance, although the latter still constitutes a barrier. It is emphasized that these findings are limited to the cases conducted.

The organizational change of the Swedish police force has become the victim of massive criticism due to the negative results that have continued since 2015. After the organization experienced a structural change that was something between a merger and an acquisition the operational results have continued to decline. One aspect that has been left out of the discussion has been the organizational identity change of the police. Previous research on organizational identity have been very interested in structural organizational changes and have found a vast number of results in different contexts. Identity ambiguity, who are we as an organization, have been present in many cases. Weakened legitimacy claims and changed operational activities have been noticed in many as well. This is studied with a qualitative methodology and an inductive research approach. Information from nine interviews with current and former members of the Västerås police department make up the data that is analysed. What is discovered is the emergence of frustration as an organizational characteristic. This is experienced through all levels of the organization and has resulted in superfluity and resignations.

Over the last three years, Heimstaden, a real-estate company based in Sweden, has gone through a complex process of redefinition of its identity, defining values and principles. This process is especially delicate in one of the neighborhoods managed by the company, Flogsta, where Heimstaden owns and administrates 2014 student apartments. In the context of this identity definition process, this study analyzes the communication strategies and the organizational identity transmission practices within the company, focusing on the local-level employees’ understanding and experience of Heimstaden’s identity and strategies. From a theoretical standpoint, the research parts from Hallahan, Holtzhausen, van Ruler, Verčič and Sriramesh´s (2007) initial ideas on strategic communication, and implements van Ruler´s (2018) approach to the role that communication plays within strategic communication, as well as to the dichotomy between one-way vs two-way strategies of communication. The analysis also incorporates Schinoff, Corley and Roger’s (2016) views of organizational identity. The research consists of 6 semi-structured interviews with Heimstaden employees. In addition to that, participant observations were also carried out daily over a period of 5 months, due to my position as a Heimstaden employee stationed in Uppsala. The findings of the study reveal that many of the one-way communication strategies currently in use within Heimstaden, are failing at making the local-level employees aware and participant of the company’s identity and changes. Consequently, this study identifies great differences in the way that local-level employees relate to the company’s new identity and principles with respect to the way in which top-level employees do. These differences, in turn, generate that the company’s identity and new way of doing things is not projected properly towards the clients, generating, arguably, reputational problems for Heimstaden in the studied area.

In this comparative case study between Handelsbanken and Nordea, the homogeneous industry of banking is investigated together with the phenomena of management consulting. The two banks are scrutinized under the same laws and regulations, offering the same products and services and tend to recruit similar people. Hence, they are under the same isomorphic pressures. At the same time, it has been acknowledged in the media that the two big banks clearly have different opinions towards management consulting, which additionally is a business area that has increased dramatically over the past years. With this in mind it is interesting to examine why the two actors take such different stands towards the usage of management consultants? In order to answer the research question, theories within management consulting, isomorphism, organizational identity and culture are presented. Semi-structured interviews are used as a primary method and the result of our study is twofold. First, the banks have different ideas about what a management consultant contributes with. Second, the result emphasizes the importance of organizational culture to a greater extent than expected. Hence the cultural palette and the existing understanding of management consulting in these two banks are crucial in order to understand the differences within a homogeneous industry.

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In today's competitive educational landscape, schools face the challenge of attracting students who align with their organizational identity. With extensive organizational changes in the Swedish school system, expressing organizational identity has become crucial for demonstrating categorical belonging. The category of elite schools signifies high academic and social standing, which attracts motivated students. However, entering a market with established schools and identities poses challenges. Through a single case study, we investigate how ProCivitas built an elite identity in Uppsala’s secondary upper school market. We uncover seven factors contributing to building the identity–Articulating Values and Vision, Creating Unique Characteristics, Creating Sensemaking among Members, Communicating the Identity, Living the Identity, Applying a Competitive Mindset, and Gaining Legitimizing Feedback. Our findings further expand the understanding of identity building and the importance of striking a balance between being distinctive and legitimate in its local market.

The purpose with this essay is to understand what happens with the organizational identity at a Swedish municipality when employees work partly from home. The municipality we are focusing on is Uppsala kommun. Our research question concerns how Uppsala kommuns organizational identity maintains and recreates when employees partly work from home. The theoretical framework we apply to this essay is the CCO-perspective based on the Montreal School. We also use the theory of organizational identity and a theory that describes the concept of place. The method to gather data is qualitative semi-structured interviews with six employees at Uppsala kommun.  The results show that the employees at Uppsala kommun maintain the organizational identity through the valuebase, sense of belonging to the organization, how they compare Uppsala kommun with other organizations and how they communicate. Furthermore, non-human actors such as place maintain the organizational identity. These places were Teams, the home office and city hall that maintain the organizational identity. Finally, the results show that human and non-human actors recreate the organizational identity through booking meetings, trust, effective work and hybrid solutions. They create different ways of communicating, working and using the digital channels due to distance work. This contributes to society by gaining a greater understanding of how distance work impacts organizational identity. Partly by the importance of an office, but also its effects on coordinating organizations.

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Sammanfattning  Författare: Beverly Smedenäs & Sara Fernlund Institution: Ekonomihögskolan, Linnéuniversitetet Kalmar Program: Human Resource Management - Personalledning och organisationsutveckling. Kurs: Företagsekonomi III - Organisation, Kandidatuppsats (examensarbete) - 2FE78E. Handledare: Jasmina Beharic Examinator: Mikael Lundgren Titel: “Äsch, det är inte så noga, jag är ju bara här en säsong”- en kvalitativ fallstudie om säsongsanställningars påverkan på organisationsidentiteten. Problemformulering: Hur påverkas organisationens identitet av att majoriteten av medarbetarna är säsongsanställda? Syfte: Syftet med studien är att studera en organisations identitet och hur den påverkas av att en majoritet av medarbetarna är säsongsanställda, för att på så vis skapa medvetenhet om ämnet. Vidare är syftet att bidra med kunskap kring hur det sätt organisationen arbetar på kan komma att påverka organisationens identitet beroende på hur personalstyrkan väljer att identifiera sig. Metod: Studien är en fallstudie med syfte att undersöka om organisationens identitet påverkas av att majoriteten av medarbetarna är säsongsanställda. Studien utgår från en kvalitativ intervjumetod med en deduktiv forskningsansats. Det empiriska materialet är insamlat genom sex semistrukturerade intervjuer. Slutsats: Med vår studie har vi kommit fram till att organisationsidentiteten påverkas av säsongsanställningar i viss mån. Dock inte så pass mycket att den organisatoriska identiteten helt försvinner. Vi har kunnat fastställa att konkurrerande identiteter såsom individuell identitet, som “säsongare”, samt sociala och gruppidentiteter har så pass stor påverkan på de säsongsanställda att det är inte är förrän någon gör återkommande säsonger som organisationens identitet blir den primära för de säsongsanställda. / Abstract Authors: Beverly Smedenäs & Sara Fernlund  Department: School of Economics, Linnaeus University, Kalmar  Program: Human Resource Management - Personnel management and organizational development. Course: Business Economics III - Organization, Bachelor’s Thesis - 2FE78E. Supervisor: Jasmina Beharic Examiner: Mikael Lundgren Title: "Ah, it's not that important, I'm only here for the season" - a qualitative case study on the impact of seasonal employment on organizational identity. Research question: How is the organization's identity affected by the fact that the majority of the employees are seasonal employees? Purpose: The purpose of the study is to study an organization's identity and how it is affected by the fact that a majority of employees are seasonal employees, in order to create awareness of the subject. Furthermore, the purpose is to contribute knowledge about how the way the organization works may affect the organization's identity depending on how the staff chooses to identify themselves. Method: The study is a case study with the purpose of examining whether the organization's identity is affected by the fact that the majority of employees are seasonal employees. The study is based on a qualitative interview method with a deductive research approach. The empirical material is collected through six semi-structured interviews. Conclusion: With our study, we have come to the conclusion that organizational identity is affected by seasonal employment to a certain extent. However, not so much that the organizational identity disappears completely. We have been able to establish that competing identities such as individual identities, as a “seasonal”, social and group identities have such a large impact on seasonal employees that it is not until someone does recurring seasons that the organization's identity becomes the primary one for seasonal employees.