Strategizing Identity in Higher Education

There is a growing body of literature shedding light on processes of strategy making within public universities. Yet, to date, only a handful of studies have analysed the role that organizational identity plays in such processes. This paper addresses this knowledge gap, by investigating how identity mediates processes of organizational change across two comprehensive universities based in Northern Europe. Our data and analysis reveal that identity has the potential to provide organizations, like universities, with substantial flexibility during strategic change processes, not only as a tool for legitimating change in the eyes of internal and external constituencies, but also as a strategic mechanism for coping with an increasingly turbulent and volatile external environment. The paper is part of recent re-discovering of the role played by the more tacit dimensions of organizations (culture, identity, logics, etc.) operating within highly institutionalised environments