Abstract
The concept of organizational identity became a subject of interest within the academic milieu in the mid‐1980s. In this paper, we propose the construct of legacy identities, those persistent identities that, first, endure over time at different levels of expression and, second, are comprised of resilient ideals from the past that represent the perceived persistent character of what the organization used to be. This construct is derived from a case study that portrays the radical transformation of a former state‐owned Brazilian company that became a subsidiary of a North American firm and survived the crisis that originated from its parent company’s debacle. Building on data from the case study, we develop a framework that shows the salience of different identities through time in the company and seek to explain the dynamics underlying these changes.