MORSe Seminar : Prof. Bryant Hudson (IESEG)

Institute of Management and Organisation

Date: 16 November 2022 / 12:30 - 14:00

Stigmatized organizations often need to manage the conflicting expectations of their external and internal audiences. Our unique case of an LGBT retirement home in France explains how tension emerges and how it places the organization in a narrative trap where it fails to satisfy any of its audiences’ expectations. Our case also reveals how the organization overcomes this tension in its narrative. We highlight especially the strategic role of ambiguity and mediation, which gives to the organization enough flexibility to bring these apparently conflicting expectations from audiences together while avoiding backlash from any one audience. Our results show that organizational stigma is a less linear and unidirectional process than described in existing studies.