Navigating identity duality in multinational subsidiaries: A paradox lens on identity claims at Hindustan Unilever 1959–2015

Multinational subsidiaries do not merely seek legitimacy within their dual institutional contexts; they also strive to articulate an organizational identity by drawing on institutional resources embedded in these dual contexts. We draw attention to the subsidiary’s identity duality and conceptualize it as a paradox, i.e., as the juxtaposition of the contradictory, interdependent, and persistent characteristics of the ‘global’ and the ‘local’ in...