Abstract
The developments towards what is often called the postindustrial society carry with them a blurring of organizational boundaries. Value is increasingly created in organizational constellations such as joint ventures, corporate consulting units and partnerships crossing traditional firm boundaries. This paper addresses the blurring of firm boundaries from an organizational identity perspective and focuses identity formation and identification in complex boundary spanning organizations. Based on a study of organizational identity in a corporate consulting unit, we explore the constitution and the organization members' handling of multiple identities. The specific constitution of multiple identities in boundary spanning organizations is discussed, and it is concluded, that holographic multiple identities represent an unstable arrangement striving towards a clear identity. The necessity for management to actively manage multiple identities is pointed at, and possible approaches are discussed.