Goodman researcher to discuss organizational identity in upcoming webinar

Organizational identity is a fundamental concept influencing a host of organizational decisions, actions and everyday practices. Disruptive times that call organizations to pivot may also challenge perceptions around organizational identity, potentially leading to conflicts in organizations.

An upcoming webinar led by Asma Zafar, Assistant Professor of Management and Strategy at the Goodman School of Business, will discuss why managers should have discussions about organizational identity during times of disruption and offers a few strategies for doing so. ‘Who we are and who we can be: An important strategic reflection in times of disruption’ takes place Wednesday, Aug. 19 at 11 a.m. as part of the free weekly Business Breathers webinar series facilitated by the Goodman Group.

“Disruptive times may challenge the core purpose or existing practices of an organization,” says Zafar. “By perturbing the existing order of things at organizations, environmental disruptions may also challenge members’ sense of who they are as an organization.”

Business Breathers features 30 minutes of live industry and faculty expert-led discussions, followed by a 15-minute question-and-answer period. Topics focus on leadership, management and innovation, as well as the financial and social impacts of trending topics.

On Wednesday, Zafar will share how companies can address challenges related to organizational identity during times of change, such as the COVID-19 pandemic.

“Confusion among members about an organization’s identity can be detrimental and must be addressed,” she says. “Organizational identity is important, but it becomes even more salient during times of disruption. It is crucial to have identity-related conversations during disruptive times.”

Everyone is welcome to attend Business Breathers webinars. Interested participants are asked to register online. A confirmation email will provide a Lifesize link to access the webinar at the date and time it is planned.

Upcoming Business Breathers:

COVID-19: An opportunity for systems change toward sustainability

Presented by Sylvia Grewatsch, Assistant Professor of Marketing, International Business and Strategy
Wednesday, Aug. 26 at 11 a.m.

Maximize your impact: Tailoring communication to your stakeholders

Presented by Jacqueline King, CEO of Everleap
Wednesday, Sept. 16 at 11 a.m.

Recordings of past webinars can be found on the Business Breathers website.

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