Classifying managerial responses to multiple organizational identities

We examine the phenomenon of multiple organizational identities and suggest that they can be managed in organizations by changing the number of (identity plurality) or relationships among (identity synergy) the identities. Using "plurality" and "synergy" as response dimensions, we offer a classification scheme identifying four major types of managerial responses: compartmentalization, deletion, integration, and aggregation. We also suggest several key conditions that may affect the use and appropriateness of these identity management responses and develop a series of propositions for research.