Identity and externalities toward sustainability

This chapter describes a case study referring to a project named DIscourse in COmmunity of practices through TEcnologies (DI.CO.TE.)1. The project takes place in Southern Italy from 2009 through 2012; it involves 60 Small and Medium Enterprises (SMEs). Within a psychological point of view and a socio-constructivist approach, the main scope of the project is to introduce "externality" as a concept able to introduce and develop innovative practices for SMEs for environmental, economic, and social sustainability. Two focus group discussions involving 14 entrepreneurs and 106 questionnaires administered to employees were analyzed to explore various parameters of externalities, such as: (1) how externality is conceived; (2) the interplay between a sense of community and a re-definition and negotiation of identity; (3) the role of technology; the sense of belonging, and (4) the propensity to collaborate. Data are analyzed through both thematic discourse analysis and quantitative frequencies analysis. Results show that entrepreneurs hold a multidimensional definition of externality, meditated by their professional and private experience. Ultimately, the reflection on externalities sustains a sense of innovation connected to multi-membership and to re-negotiation of the sense of identity. Within this framework, technology is conceived as a tool supporting the appropriation and sharing of externalities. © 2012, IGI Global.