Identitetsskabelse i relation til digitalisering

Susanne Hovgaard Heunicke

Student thesis: Master executive thesis


Identity Construction in relation to new Technology – in the Department of Economics in HK This master thesis examines the construction of identity related to new technology in a department of economics. The thesis shows that both teams in the case study as expected constructs an identity related to new technologies supporting a rather positive self-concept. Also, the thesis shows that the identity construction differs profoundly between the two teams. The theoretical basis is the concept of identity construction as presented in Weick’s theory of sensemaking. Also, I have chosen to use an element from Schein’s theory of organizational culture. From Schein’s three levels of culture, I have focused on the socalled basic underlying assumptions; in the aim of further understanding the identity construction, I have aimed mapping the unconscious, taken-for-granted beliefs and values in the department of economy. The case study is two teams in the department of economics in the Danish union HK. HK is the largest union in Denmark for salaried employees and negotiates salary and employment conditions on behalf of the 250.000 members from the private and the public sector. The motivation for writing the thesis has been the societal and organizational agenda towards new technologies, a wondering as head of department as of why the implementation of new technology such as software robots seems to happen so relatively slow despite management efforts to speed up the process, and not least my lack of knowledge of how the members of the two teams see them self in relation to new technologies. The research was conducted as two focus group interviews with members of the two teams. The analyses show that one of the teams constructs an identity as a highly digitized team, which has already to a high degree digitalized their tasks. The other team constructs a highly different identity as a team, which strives to catch up with digitalization, but meets barriers in the form of lack of management focus, bureaucracy and resistance from an organization around them not ready to digitalize. Finally, the leadership implications of the constructed identities of the two teams is discussed including how not to destroy the positive self-concept while on the same time alter some of the unconscious, taken-forgranted beliefs and values.

EducationsMaster of Public Governance, (Executive Master Programme) Final Thesis
Publication date2019
Number of pages57
SupervisorsMorten Knudsen