Resumo

History can be seen as an essential element of organizational identity since an organization can only know if its identity is in accordance with its founding core values observing its history over time (Gioia et al., 2013). As a result, some strategy scholars have been addressed the specific roles history has played in the organizational identity construction (see Blombäck & Brunninge, 2013; Schultz & Hernes, 2013; Zundel, Holt, & Popp, 2016; Basque & Langley, 2018; Oertel & Thommes, 2018).

Despite the evidence that organizations engage with history to shape their identities, little attention has been paid to the processes through which organizations apply history to preserve their identities across time (Ravasi, Rindova, & Stigliani, 2019). To address this gap, we aim to analyze how organizations use history in an attempt to preserve organizational identity. We focus on the specific case of four family-run Italian restaurants located in the city of São Paulo, Brazil.

History can be understood as the various ways in which organizational actors (re)construct and (re)interpret the past in the present, which means that they rhetorically use history to develop experiences in the present and create expectations for the future (Coraiola, Suddaby, & Foster, 2017). In the context of family firms, organizational identity is referred to as a type of hybrid identity, which is characterized by the amalgamation of more than one identity (Whetten, 2006).

We draw on a qualitative approach and a multiple case study strategy. We conducted our study in four family-run Italian restaurants located in the city of São Paulo, Brazil. Our data were obtained from in-depth semi-structured interviews and multiple archival sources. Our data analysis involved an iterative process of coding, using a list of previously defined codes based on the conceptual framework. The coding process, however, followed a flexible structure that allowed us to include emerging codes. We followed the content analysis method described by Mayring (2000).

History is regarded by firms to be a distinguishing attribute, and they have been strategically exploring it (Wadhwani et al., 2018). They do it by using rhetorical constructions of the past to reinforce their identities as family firms with a “long”, "solid", and "successful” history. We argue that such rhetorical interpretations of the past could be due to the family's intention to generate a “good” reputation to the firm (Suddaby, 2016), which may facilitate the organization's ability to garner commitment from its internal and external stakeholders (Zundel, Holt, & Popp, 2016).

As our data analysis suggests, family firms make historical claims mostly based on organizational and family history, the founder’s values and beliefs, and the Italian cuisine tradition. We also find that the use of history concerning identity preservation serves as a basis for assuring legitimacy and authenticity, perpetuating family history, and protecting family identity, which confirms the previous literature.

Coraiola, D., Suddaby, R., & Foster, W. (2017). Mnemonic capabilities: Collective memory as a dynamic capability. Revista de Administração de Empresas, 57(3), 258-263. Gioia, D. A., Patvardhan, S. D., Hamilton, A. L., & Corley, K. G. (2013). Organizational identity formation and change. Academy of Management Annals, 7, 123–193. Wadhwani, R. D., Suddaby, R., Mordhorst, M., & Popp, A. (2018). History as Organizing: Uses of the Past in Organization Studies. Organization Studies, 39(12), 1663–1683. Dentre outras.