12. sturing
Increasingly, an organization must reside in the heads and hearts
of its members.
Thus, in the absence of an externalized bureaucratic structure,
it becomes more important to have
an internalized cognitive structure
of what the organization stands for and where it intends to go
—in short, a clear sense of the organization's identity.
A sense of identity serves as a rudder for navigating difficult
waters.
21. Rather than being ‘just another’ analytical and managerial tool,
organizational identity and organizational identification
should be of particular interest to those who are seeking
to structure and harness the collective energies of organizations
Effective leaders are ‘entrepreneurs of identity’
whose primary project is to create, coordinate and control
a shared vision
of ‘who the organization is’ and ‘what it wants to be’