[T]he fact that organizations have multiple identities in multiple contexts with multiple audiences not only undermines the idea of a holistic identity but also implies that neither identity nor image changes in a uniform or unified fashion.
Dennis A. Gioia, Majken Schultz, Kevin G. Corley (2000): Organizational Identity, Image, and Adaptive Instability. In: The Academy of Management Review, Vol. 25, No. 1 (Jan., 2000), pp. 63-81. http://www.jstor.org/stable/259263
Not exactly new, but well-written and with some interesting additional nuggets about change and adaption.