At the confluence of organisation development (OD) and organisation identity theory (OIT): Enter identity interventions

• Main Author: C L Van Tonder
• Format: Article
• Language: English
• Published: AOSIS 2004-10-01
• Series: SA Journal of Industrial Psychology
• Subjects: Organisation development (OD); Organisation identity theory (OIT)
• Online Access: https://sajip.co.za/index.php/sajip/article/view/131
• ISSN: 0258-5200; 2071-0763

The identity concept has been around in the form of “corporate identity" for some time, but its appearance as “organisation identity" is more recent. Emerging theory and initial empirical research suggest that an identity approach and “identity interventions" in particular, offer promising avenues to the organisation development practitioner for enhancing organisational focus, building resilience in the face of major change, and improving performance. Identity interventions in and of themselves, but also employed as pre-change interventions, build organisational capacity that would stave off premature organisational “death" and extend the organisation’s life expectancy. Opsomming Die identiteitskonsep is in die vorm van korporatiewe identiteit reeds ’n geruime tyd in omgang, maar die verskyning daarvan as “organisasie-identiteit? is meer onlangs. Ontluikende teorie en aanvanklike empiriese navorsing suggereer dat ’n identiteitsbenadering en "identiteitsintervensies" in die besonder, belowende geleenthede aan die organisasie- ontwikkelingspraktisyn bied om organisasiefokus te verbeter, die organisasie se veerkragtigheid ten aanskoue van omvangryke verandering te bou, en prestasie te verbeter. Identiteitsintervensies op sigself bou organisasiekapasiteit, maar kan ook as voorveranderingsintervensies aangewend word wat premature organisasie "sterftes" sal vermy en die organisasie se lewensverwagting sal verleng.