Corporate identities play the role of translating expectations into institutional forms. It is evoked when interests demand solidification. Identities are institutionalized interests, as a process.
They are a process by which interests are defined, and by which institutions are defined in relation to these interests, and by which the identities are defined in relation to the institutions, which embody these interests. This paradox of self-definition by way of interests and institutions renders it, by necessity, a process.
Identity is therefore best seen as process through which expectations about interests and power structures mutually construct and reinforce each other over time.
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