In this dissertation I study how organizations simultaneously gain a distinct identity and legitimacy when facing environments of multiple logics.

Corporate social responsibility, social entrepreneurship, social marketing and new public management are examples of contemporary words that describe hybrid models present in organizations across sectors today. Hybrid models are a unification of different world views (logics) and are often framed as a reaction to complex environments.  Organizations are facing environments of multiple logics as they are dealing with a world of diverse sets of demands and expectations. In the dissertation I explore how organizational actors deal with different logics I there work with Corporate Social Responsibility.

What is interesting in this balancing process in relation to organizational identity is twofold; first the organizational agents have to gain legitimacy in relation to conflicting and sometimes even contradictory world views. Secondly, in this construction process the organizational actors are simultaneously seeking organizational distinction and legitimacy through imitation and translation of industry styles and frames.   

The project is part of the research project on 'Global branding and organizational identity', which is partly funded by Tuborgfondet  http://www.cbs.dk/Forskning/Institutter-centre/Projekter/Global-branding-and-organizational-identity