1. The Role of Motivation and Role Models in
Identity Construction Process: Narratives of
Celebrity Restaurateurs
Magdalena Markowska &
Friederike Welter
Rhetoric & Narratives in Management Research Conference
Barcelona - March 25-27, 2013
1

2. Motivation
• Identity construction is of central importance to understanding
how individuals enact environment to be able to achieve their
goals (Farmer, Yao, & Kung-Mcintyre, 2011).
• Identity construction is the process of internalizing self-views
emerging from identification with particular role(s)
• Entrepreneurial identity construction reflects the adjustment
towards emerging aspirations of becoming an entrepreneur in
order to provide fit with the changing life goals (Thornborrow & Brown,
2009).
2

3. Research Problem
• Achievement motivation drives individual action.
• Individuals engage in continuous identity construction and re-
construction by adapting their narratives about self
• Narratives give meaning to the events, actions and objects.
BUT
How does achievement motivation affect the
process of identity formation?
3

4. Conceptual Framework
We use the Optimal Distinctiveness Theory (ODT),
which suggests that individuals are driven simultaneously
by:
 the need for belonging and
 the need for distinctiveness
To create a congruent identity individuals engage in
balancing these two needs.
4

5. What we do…
(1) We analyse and compare how the stories change over time:
 orientation (setting and the character),
 abstract (summarizes the events or incidents of the story),
 complicating action (evaluative commentary on the events) and
 resolution/outcomes of the story or conflict
(2) We explore what is the role of achievement motivation in this
process
5

6. o Purposive sampling
• 5 cases of gourmet restaurateurs
• available published sources
• variance in level of expertise and focus
o Narrative approach
• Suitable to discuss stories of lived experience
• When unfolding process is important
• Stories written are value laden, they give meaning to the events,
actions and objects
Method

7. Source Genre Focus on… Purpose Learning
(Blumenthal, 2007) Reflective cookbook Expert chef Searching for the perfect recipe for
a number of classic dishes
Deliberate practice, attention to
details, searching for perfection
(Blumenthal, 2010) Culinary adventure
story
Expert chef Capture the creativity process and
search for perfection
Experimentation, cooperation,
passion, understanding roots
(Buford, 2007) Self-reflection &
biographic description
Expert chef, Novice chef Present a profile of a renowned
chef & describe the way towards
this status
Consistency under pressure,
repetition
(Chelminski, 2006) Biography of a chef From novice to expert
chef
Capture the life & work of
Bernard Loiseau as well as the
development of Nouvelle Cuisine
Searching for perfection –
attention to details, focus on
marketing & PR
Redzepi (2010) Reflective cookbook From experienced to
expert
The story of the Nordic cuisine
and the noma restaurant
Freeing oneself from past
learning
(Ruhlman, 2000) Essay From novice to expert
chef
What distinguishes a great chef
from an average one?
Passion, attention to details
(Ruhlman, 2009) Ethnography & self-
reflection
Novice chef What is the essence of becoming a
chef?
Basic skills, ratios, passion,
(Keller, 2009) Reflective cookbook From novice to
experienced
How to become a better home
cook?
Precision, repetition,
experimentation
Narrative Sources

8. Findings (1) – Crafting the identity stories
• The self-narratives help entrepreneurs construct the desired
identities
• The level of effort put into construction of desired identity
depends on the salience and level of identification with the
identity.
8
“Like most chefs I’m competitive
and I like to get stuff right. I like
to master technical details and
practical problems.”
“I like to be talked
positively about.”

9. Findings (2) – Dominant elements in the identity stories
• Framing goals as learning goals is likely to emphasize the need
for distinctiveness and thus stress these aspects in the self-
narratives,
• Framing goals as performance goals is likely to result in more
need for belonging and thus emphasis on the aspects of the
identity that offer similarity to others.
• Identification with role models facilitates emphasis on the similar
aspects of the identity, especially early on in the career.
9

10. 10
o Exploring sources of motivation
• Individuals setting performance goals seek comparison with their
role models to in order to show that they can attain similar level
of performance
• Individuals setting learning goals seek role models to be able to
acquire higher level of competence
o Choosing the profession
• Performance oriented individuals emphasize the possibility to
obtain external recognition or need to prove oneself.
• Learning oriented individuals emphasize the constant possibility
to challenge oneself as a rationale for becoming the restaurateur
Findings (3) – Role models and identity work

11. Preliminary conclusion & future research
• Career stage, legitimacy seeking & identity work
• Self-identity and “Fremdidentitaet”, i.e. the identity displayed
towards society.
• Celebrity aspect
• Cultural context
11

12. Thank you!
Any questions? Comments?
12