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This conceptual paper aims to respond to the dearth of theory and mechanisms for handling the inherent ethereality, multiplicity and mutability of organisational identity and organisational image.

This study considers existing approaches to organisational identity noting the diverse understandings of the paradoxical nature of identity. The authors suggest that identity is still essentially perceived as what is core and enduring about the character of an organisation with changes of identity being viewed as occurrences effectuated by events. In contrast, the authors argue that, because of the fluid interrelationships between identity and image, organisational identity is better viewed as an unstable construct.

Departing from Bakhtin’s logic of dialogism, this study proposes that identity–image result from dialogic relationships which in turn construct a system of polyphony. This study devises a preliminary polyphonic model which has the capacity to incorporate diverse stakeholder associations and fluctuating interpretations as well as situational understandings of organisational messages.

This study’s proposed model allows to trace how organisational identity–image is continually co-constructed recursively and cyclically and to systematise the various voices that are important for an organisation’s strategic objectives.

The aim of this study is to investigate the highly dynamic cultural landscape relating to economically active Emirati women who are supported by government policy but may be exposed to some societal disapprobation.

Narrative methodology is used to explore how women respond to the perceived discord between their economic agency and enduring traditional norms associated with women.

Results indicate that a prevailing discursive mode within participants’ narratives is that the working woman is not at all a new phenomenon in their society but has always been a feature of Emirati history.

This study’s contribution to theory building is its demonstration of how traditional Arab Islamic values and modern state policy are being combined in a way that blurs the apparent dichotomy between tradition and modernity.