Table 4 Identity manifestations after...

Table 4

Identity manifestations after publicly stopped communicating its family firm identity

Identity dimension	First-order identification-related and representative quotations	Second-order aggregated themes
Family firm identity	- It [i.e. the change of company brand] was tough. My grandfather, father, and siblings have all worked at TJAB. It was, rationally speaking, the right decision. The combination of e-commerce and warehouse outlets is the future concept. (CEO Holding X, third generation of owning family) - We worked on a “reality check” in 2015, saw how the purchasing patterns changed, and realized that OnEl would be stronger. It was a necessary decision. (externally hired CEO OnEl) - TJAB was positioned as a retail chain. OnE1 was better positioned for the future with its warehouse outlets and greater focus on online shopping. (communication manager OnEl) - We aggregated the resources and experience of TJAB. The focus is to develop and expand OnEl's successful brand and self-service concept. (externally hired CEO OnEl) - The company today has a strong concept and sets the agenda with online shopping. (employee)	The removal of the family firm brand and the business concept was motivated by business rationality
Family firm identity	- Over time, we have kept the same approach of having lower prices than our competitors. (externally hired CEO OnEl) - One of our main goals is to develop and improve the synergies that our business concept brings. This makes it possible to lower our prices. (communication manager OnEl) - With developed e-commerce and a significant increase in the number of warehouse outlets, it will be even easier for people to buy low-price home electronics. (externally hired CEO OnEl) - With our new concept we abandoned stores in the center of the cities, instead we now use warehouses with significantly lower rent, whereby we can maintain our low-price profile. (communication manager OnEl) - For three generations, our family has focused on the customers and their search for good products at good prices. (brother, third generation of owning family OnEl/TJAB)	Low-price identity remained
Family firm identity	- In this space was the shop—see how small it was [showing part of the restaurant], and how dad lived on top of it. (CEO Holding X, third generation of owning family) - Nowadays, I work at a more strategic level. (brother, third generation of owning family TJAB) - The listing means that the family can go from an operating role in the company to taking a more strategic long-term ownership role. (business journalist) - When you call, he [i.e. a family owner] is never there, but you can send questions via email. That he, like others, would answer via mobile is not on the map. (business journalist) - It will also free up some time for myself [to work at a strategic level], and I hope to be able to realize some other ideas. (CEO Holding X, third generation of owning family)	From closeness to operations to a more distant and less visible strategic role
Family firm and family identity	- My dad told me once, “Robert, you get no new medals for old victories.” I took that with me when we made the biggest decision in our history [the removal of the family firm brand]. (CEO Holding X, third generation of owning family) - As my father said, “You get no success, you have to create success.” (CEO Holding X, third generation of owning family) - From George, I got my attitude to work [when working in the family firm]. It takes hard work to achieve success, and there are no shortcuts. (vice-CEO TJAB) - He took over a troubled TJAB from grandfather, then he changed the entire consumer electronics industry. (brother, third generation of owning family OnEl/TJAB)	Referring to the second owner-generation as role models for their decision making
Family firm and family identity	- The world's best electronics come directly from the warehouse rack. (externally hired CEO TJAB) - We are proud of our knowledge and experience, which we have created in TJAB over 65 years. This will be developed by the company's brands and by Agnes [new externally recruited CEO] and our coworkers. (CEO Holding X, third generation of owning family) - Our father's lessons and unique ability to see opportunities and create success live on and permeate all companies that are part of Holding X. We are therefore very proud. (brother, third generation of owning family OnEl/TJAB)	The family firm as well as family identity of pride and determination could be retained despite the removal of the family brand

Identity dimension	First-order identification-related and representative quotations	Second-order aggregated themes
Family firm identity	- It [i.e. the change of company brand] was tough. My grandfather, father, and siblings have all worked at TJAB. It was, rationally speaking, the right decision. The combination of e-commerce and warehouse outlets is the future concept. (CEO Holding X, third generation of owning family) - We worked on a “reality check” in 2015, saw how the purchasing patterns changed, and realized that OnEl would be stronger. It was a necessary decision. (externally hired CEO OnEl) - TJAB was positioned as a retail chain. OnE1 was better positioned for the future with its warehouse outlets and greater focus on online shopping. (communication manager OnEl) - We aggregated the resources and experience of TJAB. The focus is to develop and expand OnEl's successful brand and self-service concept. (externally hired CEO OnEl) - The company today has a strong concept and sets the agenda with online shopping. (employee)	The removal of the family firm brand and the business concept was motivated by business rationality
Family firm identity	- Over time, we have kept the same approach of having lower prices than our competitors. (externally hired CEO OnEl) - One of our main goals is to develop and improve the synergies that our business concept brings. This makes it possible to lower our prices. (communication manager OnEl) - With developed e-commerce and a significant increase in the number of warehouse outlets, it will be even easier for people to buy low-price home electronics. (externally hired CEO OnEl) - With our new concept we abandoned stores in the center of the cities, instead we now use warehouses with significantly lower rent, whereby we can maintain our low-price profile. (communication manager OnEl) - For three generations, our family has focused on the customers and their search for good products at good prices. (brother, third generation of owning family OnEl/TJAB)	Low-price identity remained
Family firm identity	- In this space was the shop—see how small it was [showing part of the restaurant], and how dad lived on top of it. (CEO Holding X, third generation of owning family) - Nowadays, I work at a more strategic level. (brother, third generation of owning family TJAB) - The listing means that the family can go from an operating role in the company to taking a more strategic long-term ownership role. (business journalist) - When you call, he [i.e. a family owner] is never there, but you can send questions via email. That he, like others, would answer via mobile is not on the map. (business journalist) - It will also free up some time for myself [to work at a strategic level], and I hope to be able to realize some other ideas. (CEO Holding X, third generation of owning family)	From closeness to operations to a more distant and less visible strategic role
Family firm and family identity	- My dad told me once, “Robert, you get no new medals for old victories.” I took that with me when we made the biggest decision in our history [the removal of the family firm brand]. (CEO Holding X, third generation of owning family) - As my father said, “You get no success, you have to create success.” (CEO Holding X, third generation of owning family) - From George, I got my attitude to work [when working in the family firm]. It takes hard work to achieve success, and there are no shortcuts. (vice-CEO TJAB) - He took over a troubled TJAB from grandfather, then he changed the entire consumer electronics industry. (brother, third generation of owning family OnEl/TJAB)	Referring to the second owner-generation as role models for their decision making
Family firm and family identity	- The world's best electronics come directly from the warehouse rack. (externally hired CEO TJAB) - We are proud of our knowledge and experience, which we have created in TJAB over 65 years. This will be developed by the company's brands and by Agnes [new externally recruited CEO] and our coworkers. (CEO Holding X, third generation of owning family) - Our father's lessons and unique ability to see opportunities and create success live on and permeate all companies that are part of Holding X. We are therefore very proud. (brother, third generation of owning family OnEl/TJAB)	The family firm as well as family identity of pride and determination could be retained despite the removal of the family brand

Note(s): OnEl and TJAB have merged, and OnEl is used as the company name to clarify family membership with TJAB. We have used this acronym elsewhere, where relevant

Source(s): Authors own creation

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