Background. From a processual standpoint, institutionalization constitutes a cognitive perspective in the context of organizational change. As a natural and spontaneous process, institutionalization may be observed from the point of view of changes in routines and day-today activities implemented in the course of a company’s operations. Actions of spontaneous nature may give rise to changes in practices institutionalized as routinized modes of action. This research perspective is known as the processual approach in management.
Research aims. The objective of the study is to recognize the process of institutionalization of spontaneous changes in an enterprise.
Method. The research involved an in-depth interview.
Key findings: A well-defined brand identity is akin to an institution providing foundations for a shared understanding of the enterprise’s strategy and the implemented practices. In this sense, brand identity imposes some definite constraints on the organization and on its day-today routine functioning, thanks to which the enterprise maintains continuity and can be successful in a season-driven sector (fashion industry). This is accompanied by the institutionalization of practices, which may be less definite, but equally important. This is caused by sector-specific change and by the need to introduce changes in the cyclical process of fashion collection development.

Background. From a processual standpoint, institutionalization constitutes a cognitive perspective in the context of organizational change. As a natural and spontaneous process, institutionalization may be observed from the point of view of changes in routines and day-today activities implemented in the course of a company’s operations. Actions of spontaneous nature may give rise to changes in practices institutionalized as routinized modes of action. This research perspective is known as the processual approach in management.
Research aims. The objective of the study is to recognize the process of institutionalization of spontaneous changes in an enterprise.
Method. The research involved an in-depth interview.
Key findings: A well-defined brand identity is akin to an institution providing foundations for a shared understanding of the enterprise’s strategy and the implemented practices. In this sense, brand identity imposes some definite constraints on the organization and on its day-today routine functioning, thanks to which the enterprise maintains continuity and can be successful in a season-driven sector (fashion industry). This is accompanied by the institutionalization of practices, which may be less definite, but equally important. This is caused by sector-specific change and by the need to introduce changes in the cyclical process of fashion collection development.