How Multiple Identities Can Impact the Legitimacy of an Organization

Organizations realize that their license to operate and the supportive behavior of stakeholders relate how they come across. If identity an organization is not a single, but multiple it may face unique challenges in strategic communication. The purpose this study identify reputation legitimacy such (MIO) are affected by its performance communications. Building on organizational theory, insights from corporate communication, stakeholder potential vulnerabilities listed through theoretical deduction illustrated case Sanquin, Dutch blood supply foundation. assessment relies interviews with journalists, complemented analysis newspaper headlines. mismatch between identities endangers because based conformity norms values, area where clash. inherent tension ideological utilitarian cannot be avoided completely, communication policy manages balance could help better understanding MIOs. offers into creating might considered development