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

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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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Editorial Reviews

From the Publisher
"With a challenge to the beliefs about organizational identity, reputations, and branding, a diverse team of contributors reveals a wealth of new ideas for discovering answers to questions troubling contemporary firms."—Business Horizons
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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
  • Sales rank: 1,064,492
  • 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

Chapter 1: Introduction: Why the Expressive Organization?
Part I: Rethinking Identity
Chapter 2: Scaling the Tower of Babel: Relational Differences between Identity, Image, and Culture in Organizations, Mary Jo Hatch and Majken Schultz
Chapter 3: Organizational Identity as Moral Philosophy: Competitive Implications for Diversified Corporations, Jay B. Barney and Alice C. Stewart
Part II: The Symbolic Marketplace
Chapter 4: How Brands are Taking Over the Corporation, Wally Olins
Chapter 5: Markets and Meanings: Re-imagining Organizational Life, Paul du Gay
Part III: Reputation and Strategy
Chapter 6: The Road to Transparency: Reputation Management at Royal Dutch/Shell, Charles J. Fombrun and Violina P. Rindova
Chapter 7: Distorted Images and Reputation Repair, Janet M. Dukerich and Suzanne M. Carter
Part IV: Organizations as Brands
Chapter 8: Building and Managing Corporate Brand Equity, Kevin Lane Keller
Chapter 9: Building the Unique Organization Value Proposition, Simon Knox, Stan Maklan, and Keith Thompson
Part V: The Value of Storytelling
Chapter 10: Corporate Communication Orchestrated by a Sustainable Corporate Story, Cees B. M. van Riel
Chapter 11: Planning and Communicating Using Stories, Gordon G. Shaw
Chapter 12: Managing the Corporate Story, Mogens Holten Larsen
Part VI: Communicating Organizations
Chapter 13: Valuing Expressive Organizations: Intellectual Capital and the Visualization of Value Creation, Jan Mouritsen
Chapter 14: The Communication Advantage: A Constituency-Focused Approach to Formulating and Implementing Strategy, Paul A. Argenti and Janis Forman
Chapter 15: Self-Absorption and Self-Seduction in the Corporate Identity Game, Lars Thøger Christensen and George Cheney
Chapter 16: Identity Lost or Identity Found? Celebration and Lamentation over the Postmodern View of Identity in Social Sciences and Fiction, Barbara Czarniawska

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