University–regional engagement amid disaster recovery: how institutions leverage their identities to revitalise communities

Natural disasters, such as annual floods, earthquakes and tsunamis, are a major challenge to society. When disaster strikes, universities play an important role in regional recovery efforts in the short and long terms. Informed by the organisational identity literature, this case study of Tulane University in New Orleans, Louisiana, USA, illustrates how one university drew on its unique identity in ways that supported hurricane recovery efforts while advancing strategic new directions for the institution. Implications for leadership and regional collaboration are discussed.