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The Expressive Organization: Linking Identity, Reputation, and the Corporate Brand / Edition 1

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Overview


This book challenges current beliefs about organizational identity, reputation, and branding. It contains a wealth of new ideas for finding the elusive answers to questions troubling contemporary organizations, such as: How does an organization create a strong reputation? What are the implications of corporate branding on organizational structures and processes? and How do organizations discover their identities?
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Product Details

  • ISBN-13: 9780198297796
  • Publisher: Oxford University Press, USA
  • Publication date: 11/2/2000
  • Edition description: New Edition
  • Edition number: 1
  • Pages: 312
  • Product dimensions: 8.90 (w) x 5.90 (h) x 0.70 (d)

Meet the Author

Majken Schultz is a Professor at the Department of Intercultural Communication and Management at Copenhagen Business School. Her research interests are located at the interface between organization theory, strategy, and communication studies and include identity and image, corporate branding, and reputation management.

Mary Jo Hatch is Professor of Organization Theory at Cranfield School of Management. She specializes in the application of culture-based organization theories to the study of leadership and management and to organizational identity and corporate branding. She is European editor of the Journal of Management Inquiry.

Mogens Holten Larsen is Managing Director of Bergsøe 4 A/S - a Danish communication consultancy specializing in integrated communications. For the last twenty years he has worked with a wide range of major Danish and international companies representing almost all types of communication issues on all types of markets: AstraZeneca, Renault, Danish Railways, Maersk and Superfoss among others.

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Table of Contents

List of Figures
List of Tables
List of Boxes
Abbreviations
Notes on the Contributors
Introduction: Why the Expressive Organization? 1
Scaling the Tower of Babel: Relational Differences between Identity, Image, and Culture in Organizations 11
Organizational Identity as Moral Philosophy: Competitive Implications for Diversified Corporations 36
How Brands are Taking over the Corporation 51
Markets and Meanings: Re-Imagining Organizational Life 66
The Road to Transparency: Reputation Management at Royal Dutch/Shell 77
Distorted Images and Reputation Repair 97
Building and Managing Corporate Brand Equity 115
Building the Unique Organization Value Proposition 138
Corporate Communication Orchestrated by a Sustainable Corporate Story 157
Planning and Communicating Using Stories 182
Managing the Corporate Store 196
Valuing Expressive Organizations: Intellectual Capital and the Visualization of Value Creation 208
The Communication Advantage: A Constituency-Focused Approach to Formulating and Implementing Strategy 233
Self-Absorption and Self-Seduction in the Corporate Identity Game 246
Identity Lost or Identity Found? Celebration and Lamentation over the Postmodern View of Identity in Social Science and Fiction 271
Index 285
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