University of Twente Student Theses
The role of communication strategies in post-merger organisational identification
Kuipers, K.J. (2024) The role of communication strategies in post-merger organisational identification.
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| Abstract: | Background and purpose: This qualitative study delves into communication strategies’ role in the post-merger organisational identity. This study aims to gain a deeper insight into communication during mergers, the impact of change in organisational identity, and the sense of continuity employees experience during the merger. Based on the social identity theory , the aim is to explore how communication contributes to developing organisational identity throughout the merger process. Emphasis is placed on understanding how this communication shapes employees' perceptions, creates a sense of continuity, and forms the collective identity of the newly merged entity. This research has academic importance since it addresses employee resistance to organisational change. As stated in research by Ullrich et al. (2005), it is important to preserve part of the old organisational identity while merging into the new one, but this research states employees can also seek a change in organisational identity, and thus do not have an need for a sense of continuity. Methodology: Central to this research is a case study of two merged accounting firms operating in The Netherlands, in which 20 in-depth interviews with employees across diverse organisational roles were conducted. During the interviews three clusters of questions were asked. The first being the time before the merger, to gain insight into the organisational identity of the pre-merger organisations. The second stage of the interview delved deeper into the year the merger happened, which was a period with a lot of changes and uncertainty. The period after the merger happened was the third stage of the interviews, which aimed to find out how the organisational identity changed. Findings: Based on experiences, perceptions and opinions from employees, results of this research show that digital communication can improve the cross-regional connections in an expanding work area, but this also risks creating regional sub-identities. Other findings include that communication strategies in times of mergers can also contribute to a stronger sense of collective identity, resulting in a lower resistance to the changes coming. Emphasising the continuity in organisational identity can be valued by many employees, while some also welcome a change in organisational identity and the new opportunities it brings. This organisational identity can also be seen as a flexible concept, varying per department or location, which emphasises the balance in centralisation within the organisation. Clear communication and early unification of departments and systems can enhance the unity of the organisation during a merger. Implications: This study providesinsight into the nuanced and multifaceted nature of social identity within corporate mergers and this case organisation in specific. An important theoretical implication is that organisational identity can be seen as flexible and dynamic, meaning it can hold different meanings for employees, depending on their social identity, level of centralisation and different departments within the organisation |
| Item Type: | Essay (Master) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 05 communication studies |
| Programme: | Communication Science MSc (60713) |
| Link to this item: | https://purl.utwente.nl/essays/104812 |
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