Organizational identity describes the collective understanding of members as to what is central, enduring, and distinctive about an organization’s character (Albert and Whetten 1985; Gioia et al. 2000). Though ‘enduring’ is a key word in this context, there is recognition that some fluidity in the organizational identity, otherwise stagnation, may occur. Gioia et al. (2000) distinguish between enduring identity – an organization having the same identity over time – and an identity having continuity – an identity that “shifts in its interpretation and meaning while retaining labels for ‘core’ beliefs and values that extend over time and context” (2000, 65).