Feminist organizations today must maintain their distinctive organizational identities in a competitive marketplace in which feminism has become one choice amidst many social change causes. Alignment among organizational identity, stakeholder images, and organizational culture can give feminist organizations a competitive advantage. However, feminist theory and practice have surfaced alignment challenges that can undermine organizational success. This article extends understandings of identity, image, and culture alignment by accounting for the role of ideology. In particular, this article explores how an independent media business that publishes a feminist popular culture magazine localizes feminist ideology discursively to enable alignment and satisfy diverse stakeholders. In doing so, this article fills a gap in feminist organization research by looking at how and where ideological lines are drawn by an organization trading in the economies of popular culture, image, and branding. Lessons for organizations faced with similar identity challenges are offered.
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