| Summary: | The current study seeks to uncover the process underlying the renegotiation process of organisational identity orientation, a framework proposed by Brickson (2005), as well as the change on the level of organisational identification in relation to corporate volunteerism, from the perspective of internal stakeholders and community groups.
In the course of studying inductively two cases which employ different sets of strategy on corporate volunteerism, a framework on different stages of corporate volunteerism is proposed to demonstrate how organisational identity orientation was influenced progressively. The findings indicate that corporate volunteerism is more effective in altering the organisational identity orientation of employees and community groups than that of managers. The study concludes that there is a direct influence of corporate volunteerism on organisational identity orientation which is mediated by a number of factors namely, level and length of involvement in corporate volunteerism, stakeholders' distance from the central authority of the organization and construed external image (internal stakeholder-specific). The results also illustrate how different types of corporate volunteerism shape the strength of organisational identification by exercising indirect influence on the attractiveness of organisational identity and direct influences on the various components of organisational identification. Likewise, the findings also point to a number of mediating factors underlying the process of influence, namely, different types of corporate volunteerism, length of tenure of the internal stakeholders and their positions in the organisations.
The findings were further integrated to develop a framework for analysing the relationship between corporate volunteerism, organisational identity orientation and organisational identification, which is subject to further test.
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