What’s in a Name? Managing Multiple Organizational Identities in a Catholic University

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Sarah Bonewits Feldner, Ph.D.
Scott C. D’Urso, Ph.D.


This paper examines the situation surrounding a proposed nickname change for Marquette University. The analysis draws upon current work that explores multiple organizational identities and stakeholder participation in making such a decision. The article focuses on Catholic universities and considers tensions that emerge as the faith mission interacts with the secular purposes of the organization. We argue that, rather than focusing on the faith-mission alone, Catholic universities are at their best when they attend to multiple identity targets when communicating decisions to various constituency groups.

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Author Biographies

Sarah Bonewits Feldner, Ph.D., Marquette University

Sarah Bonewits Feldner is Assistant Professor in the Diederich College of Communication, Marquette University, Milwaukee, WI.

Scott C. D’Urso, Ph.D., Marquette University

Scott D’Urso is Assistant Professor of Communication Studies, Marquette University, Milwaukee, WI.