Master’s Thesis Research Project – Sustainable Business and Innovation Dealing with an identity threat: Porsche and the transition to electric mobility Student: Marcelo Brull Student Number: 6557996 Email:
[email protected] Supervisor: Dr. Christina Bidmon Course: GEO4-2606 Program: Sustainable Business & Innovation Word count: 17,646 Abstract Due to sustainable transitions, industries and organizations across the globe need to transform and align their product offerings and business practices with more environmentally friendly and socially accepted ways of operating. The movement towards this reality may come to confront organizations and industries’ business as usual, creating an identity threat. This is especially the case for incumbent organizations, who have reached their current market positions based on legacy business practices and products. Understanding how incumbent organizations deal with the identity threat within their external communication becomes important as theory acknowledges that an organization’s ability to communicate the process of change to its stakeholders and manage the expectations of these stakeholders as the organization transforms is as important as the act of changing processes, structures, and products. This longitudinal study explains how an incumbent organization deals with an identity threat caused by a sustainable transition in its external communication, and identified which corporate identity elements does it alter, maintain, and disrupt. As empirical context, the study analyzed Porsche and the transition to electric mobility. The study used Porsche’s external communication (annual/sustainability reports and website for press-related matters) and interviews with Porsche’s senior executives, searched on Nexis Uni research database, during the period of 2005 and 2020. The data was first analyzed to reconstruct the case chronology and then analyzed for the identification of maintenance or change of corporate identity elements.