Organisational identity work in the non-profit context: how changes in organisational practice get integrated into organisational identity

This article explores how organisational members work to integrate changed organisational practice into organisational identity. Findings show how members engage in a process of organisational identity work employing organisational practice as a means. Through this process, members work towards integrating (1) the consistency of changed organisational practice as part of a continuous organisational identity, and (2) the appropriateness of changed organisational practice as essential to organisational identity. This study adds to the research on organisational identity work in the non-profit context advancing the value of the means members employ for understanding how organisational identity outcomes emerge.