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The paper aims to explore the process of identity regulation and identity creation on social media for employees in the IT sector of India and how this process is different for men and women.

The study is based on the thematic analysis of in-depth interviews of 31 IT professionals.

The authors find that identity regulation and identity creation is a complex process when it is mediated on social media as cues and guidelines for professionals are ambiguous. Enriching Ibarra's model of identity creation, the authors find that this process consists of five steps: (1) motivation to build a desirable self, (2) experimenting with identity boundaries, (3) failed identity experiences, (4) active self-regulation and (5) enacting inauthentic selves. The authors further find that this self-regulation for men is driven by the pressure to conform to the identity of an ideal “corporate man”, whereas for women it is driven by the need to conform to societal and cultural expectations.

Since identity regulation is a cognitively demanding process that affects both the productivity and well-being of employees, organisations can proactively help employees manage their social media presence through training and mentorship programmes.

The paper provides an enriched version of Ibarra's (1999) model on identity creation and regulation and highlights the role of gender in the process. The paper is practically relevant as it provides a window into how employees can feel the need to manifest inauthentic selves which is cognitively demanding.

Using Gibson and Tarrant's (2010) resilience triangle model, this study explores how small northwest Himalayan organisations respond to contextual challenges and opportunities and embed sustainability strategies in the organisations' operational values.

A qualitative exploratory design through individual and group interviews with owner-managers and employees was held in five small northwest Himalayan organisations.

The findings reveal multiple contextual challenges facing small organisations in northwest Himalayas, including ecological conditions, remoteness, underdeveloped infrastructure and human competencies. The investigated organisations respond to these challenges through reactive and innovation-based services like eco-tourism, conservation and educational initiatives. The organisations engage communities through participatory and educational activities. Owner-managers adjust the respective vision and mission statements, train employees on sustainability values and lobby the government on policy changes to embed sustainability strategies. Some organisations invest in resources and capabilities and others in process capabilities.

Small organisations can improve how the organisations predict contextual issues by developing the organisations' process capabilities, specifically by creating practical tools with parameters relevant to ecological conditions. These organisations can set the tools through participatory actions with the broader communities to ensure the (un)intended consequences of environmental issues are considered. Furthermore, improvements in process and human capabilities will provide new approaches to raising business opportunities, especially in post-pandemic business environments.

This study develops a framework that enhances the understanding of how process capabilities, leadership, people and knowledge capabilities are critical to developing and embedding sustainability strategies in small organisations.