The socio-materiality of designing organizational change

The materiality of organizational identity: a case of Codorníu wineries

Purpose

The purpose of this research is to deepen understanding of the materiality in organizational identity (OI) by describing how physical objects support, instantiate and communicate OI over time.

Design/methodology/approach

The research design uses an in-depth case study of Codorníu wineries taking a symbolic interactionism methodological lens. The study examines a set of physical objects preserved from the company's foundation in 1551 to the present day and their associated identity meanings.

Findings

This study uncovered how the company used multiple objects to symbolically represent its identity. Some of these objects were primal artifacts used to legitimize organizational identity since the firm's foundation; others were interpreted as identity markers that worked to instantiate identity and to provide it with greater persistence, while others were created ad hoc to communicate organizational identity to external audiences. Some physical objects were used to differentiate the organization and its products from competitors, while others were used to maintain a temporary and spatial link with the organization's founding origins.

Practical implications

This study describes practical implications on the use of identity materiality to build legitimacy, employee identification, differentiation from competitors and reputation.

Originality/value

The analysis of the meanings associated with material objects shows that identity tangibility has not hindered organizational adaptation and change. Some identity objects gained relevance, while others were reinterpreted or abandoned according to their symbolic value in order to embody organizational identity at a given time. Four trajectories were identified that describe the evolution of physical objects in representing an organization's identity over time.

De-scripting office design: exploring design intentions in use

Purpose

This paper aims to explore how users respond to office design through their use of space. Intentions for how office spaces should be used can be not only understood as sociomaterial scripts that are inscribed into the architecture by designers but also communicated through organisational change processes. The paper elaborates on how users de-script office spaces, that is, how they respond to these scripts through use.

Design/methodology/approach

The paper draws on a case study of an office design intervention in a public organisation. Taking a sociomaterial approach, the paper uses the concepts of scripting and de-scripting to analyse the data.

Findings

The findings show that users subscribe to, repair, resist or re-script design scripts. This suggests that users can enact agency in use through creative acts of appropriation. Further, both materiality and user participation play equivocal roles in user responses.

Research limitations/implications

The paper is based on a single case study where the design process was studied retrospectively. The case is regarded as typical of contemporary office design processes, but more studies that follow projects from design into use are needed.

Practical implications

This suggests that design solutions should be better adapted to the work practices instead of applying generic concepts to specific situations and that design and use should be understood as overlapping processes.

Originality/value

The originality of this study lies in linking aspects of the design process with user responses and in taking a sociomaterial approach to examine design and use.

Office design and organizational change

Purpose

The purpose of this paper is to compare different employee perceptions of the success of one change: a move to new offices and an open-plan design.

Design/methodology/approach

In sum, 25 interviews were carried out in a New Zealand law firm that six months earlier had moved to new premises.

Findings

Contrary to academic and practitioner reports that open-plan offices are disliked, participants appreciated the new office space. A well-planned and highly participative program of change management led to positive perceptions of aesthetic design, open communication, collegiality, egalitarianism and inclusiveness.

Research limitations/implications

Given the small sample used in one organization, the study highlights the need for more research into the processes and outcomes of office space changes.

Originality/value

The roles of communication and culture, in particular, collegiality and egalitarianism, were salient factors in a complex web of causes and consequences in this context of change.

Dynamic capabilities as patterns of organizational change

Purpose

– In this paper the authors explore the managerial processes involved in deep, purposeful organizational change. The authors investigate change towards a goal-directed end state and the managerial actions involved in reaching it. The purpose of this paper is to identify patterns of organizational change by analysing how variations occurred in a firm’s resources and capabilities at a time of high internal and external uncertainty.

Design/methodology/approach

– The authors use a longitudinal in-depth case study on the airline Spanair. The authors analyse the change process this airline engaged in between 2007 and 2012, which was considered the most turbulent period in aviation history. The authors followed the grounded theory approach to induce a strategic capability pattern model from secondary data.

Findings

– The authors identify a capability pattern with four dynamic capabilities: adding, transferring, integrating and shedding; and two higher-order capabilities: goal development and change orchestration. The authors show how the higher-order capability processes are performed by two levels of decision makers, where one creates a goal-directed path, and the other performs a central role in orchestrating change.

Originality/value

– Using the teleological approach the authors identify how top management orchestrate change arising from the dynamic capability process outcomes in a top-down and bottom-up manner. As such the authors show how the role of management becomes fundamental in adjusting the capabilities required to meet the goals set, particularly in times of heightened internal and external environmental turbulence. The authors also emphasize the importance of providing bottom-up advice to goal directors.