“We Are Brave Electronic Engineers!”: Organizational Identity Attainment Through Performative Strategizing

Abstract The paper seeks to study organizational identity attainment through strategic linguistic practices, understood as performative strategizing. The article focuses on the interaction of organizational identity and strategy by analyzing the evolution of an electronic engineering company from its founding to maturity over eighteen years. Combining action research and grounded theory, the study identifies the features inherent to organizational identity attainment. The author observed strategic linguistic practices in the company, studied archival documents, and delved deeply into strategy formation as a practitioner, interacting directly with strategists to comprehend organizational identity attainment. The research shows that self-fulfillment, effective communication, and readiness for external challenges are the main features of organizational identity attainment through performative strategizing.