Virtual organizations present numerous challenges for managers, especially in regards to organizational identity formation. This paper aims to address this gap in the extant literature by exploring how organizational narratives can foster identification with the virtual organization. Moreover, information technology can further catalyze the positive effects of narratives on identity formation.
Qualitative data from in-depth interviews with 18 members of a nonprofit, virtual organization – DiverseCS – were collected. Participants were asked about their roles in the organization, challenges and collaborative efforts. Grounded theory methodology was used to analyze the data.
Efforts to instill a sense of identity and community through the adoption of information technology was met with resistance. Rather, senior leaders encouraged and institutionalized the creation of organizational narratives. Novel use of information technology – social media and hyperlinks – became a means to amplify the positive effects of narrative creation and sharing by organizational members.
This study investigates how some members of a virtual organization use information technology in novel ways to further spread organizational narratives to other organizational members and also to external collaboration partners. This research contributes to the extant literature on virtual organizational identity and also proposes a research agenda.
