The purpose of this research is to deepen understanding of the materiality in organizational identity (OI) by describing how physical objects support, instantiate and communicate OI over time.
The research design uses an in-depth case study of Codorníu wineries taking a symbolic interactionism methodological lens. The study examines a set of physical objects preserved from the company’s foundation in 1551 to the present day and their associated identity meanings.
This study uncovered how the company used multiple objects to symbolically represent its identity. Some of these objects were primal artifacts to legitimize organizational identity since the firm’s foundation, others were interpreted as identity markers to instantiate identity and provide it with greater persistence, while others were created ad hoc to communicate organizational identity to external audiences. Some physical objects were used to differentiate the organization and its products from competitors, while others were used to maintain a temporary and spatial link with the organization's founding origins.
The analysis of the meanings associated with material objects shows that identity tangibility has not hindered organizational adaptation and change. Some identity objects gained relevance, while others were reinterpreted or abandoned according to their symbolic value in order to embody organizational identity at a given time. Four trajectories were identified which describe the evolution of physical objects in representing an organization’s identity over time.
This study describes practical implications on the use of identity materiality to build legitimacy, employee identification, differentiation from competitors and reputation.
