“…Accordingly, previously explored identity work strategies should apply to identity endurance as well (see Ashforth, (2001) and Ashforth et al, (2008) for reviews of these strategies). For instance, affirming positive identity attributes (Elsbach & Kramer, 1996;Lawrence & Suddaby, 2006;Steele, 1988) and making negative comparisons with alternate identities (Angus, 1993;Zilber, 2002Zilber, , 2009) might help a valued identity to endure. The identity work literature has, however, mainly been theorized at the individual level of analysis, and thus does not provide many pointers to how (collective) organizational identity work might operate.…”