Organizational Underdog Narratives: The Cultivation and Consequences of a Collective Underdog Identity

Abstract

Underdog stories are ubiquitous––the disadvantaged and outmatched protagonist overcoming the odds. Leaders across industries, from telecom to sports, employ these narratives to inspire members of their organizations. However, little is understood about how underdog narratives influence the actions and attitudes of members of organizations. To address this gap, we explain how a leader’s communication of an underdog narrative may instill confidence in members of the organization that together they can overcome their shared disadvantage and achieve a clear set of organizational aspirations. In doing so, we introduce a conceptual model that draws on the sensemaking and social identity literatures to explain how a leader’s underdog narrative fosters the adoption of a collective underdog identity by members of an organization. Further, we explain that the specific attributes of the leader’s underdog narrative influence how this unique type of collective identity leads to varied outcomes for members of an organization. As such, this paper aims to contribute to the understanding and utilization of a prevalent but under-examined organizational phenomenon.