To investigate empirically the salience, and significance, of generic identity (industry‐wide identity) within the British Building Society Movement.
A qualitative, explanatory study drawing on the principles of grounded theory/case‐study research design.
The study confirmed the survival/existence of an industry‐wide identity and found this identity type to be of considerable significance and strength. The antecedents of the industry's identity were shown to be a common historical legacy; strong industry culture; effect of regulation; and industry responsiveness to threats. The study builds on the earlier work of Balmer regarding generic image and identity and confirms the salience of the “historicity” of identity articulated by Moingeon and Ramanantsoa. It broadly supports Albert and Whetten's categorisation of identity except with regard to enduringness. In this regard the research found Gioia's notion of adaptive instability to be salient.
The management of generic identity is of crucial importance. Changes of corporate identity need to take account of the generic identity.
The first major empirical study of generic identity and, as such, the first empirical study of industry identity within the financial services sector.
