Susanne Pankov, Itziar Castelló, Dirk Schneckenberg, Vivek K. Velamuri

• How to build a coherent narrative of organizational identity in a socially contested field? Through an inductive study of the sharing economy, we analyzed how managers deal with conflicting collective identities and develop coherent organizational identity narratives through label work. Our findings reveal that managers responded to the social contestation of the field by using the label as a malleable moral marker. The process of embracing, fixing, un-fixing, and re-fixing the label´s principles helped managers to, on the one hand, provide coherence to their identity narrative while, on the other hand, working on the consolidation of their preferred principles of the field label. By exploring the identity formation through label work in socially contested fields, we offer a new perspective on the importance of label work for identity formation and its malleability potential.