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

Paperback (Print)
Buy New
Buy New from
Used and New from Other Sellers
Used and New from Other Sellers
from $1.99
Usually ships in 1-2 business days
(Save 96%)
Other sellers (Paperback)
  • All (10) from $1.99   
  • New (3) from $37.02   
  • Used (7) from $1.99   


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?
Read More Show Less

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.

Read More Show Less

Table of Contents

List of Figures
List of Tables
List of Boxes
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
Read More Show Less

Customer Reviews

Be the first to write a review
( 0 )
Rating Distribution

5 Star


4 Star


3 Star


2 Star


1 Star


Your Rating:

Your Name: Create a Pen Name or

Barnes & Review Rules

Our reader reviews allow you to share your comments on titles you liked, or didn't, with others. By submitting an online review, you are representing to Barnes & that all information contained in your review is original and accurate in all respects, and that the submission of such content by you and the posting of such content by Barnes & does not and will not violate the rights of any third party. Please follow the rules below to help ensure that your review can be posted.

Reviews by Our Customers Under the Age of 13

We highly value and respect everyone's opinion concerning the titles we offer. However, we cannot allow persons under the age of 13 to have accounts at or to post customer reviews. Please see our Terms of Use for more details.

What to exclude from your review:

Please do not write about reviews, commentary, or information posted on the product page. If you see any errors in the information on the product page, please send us an email.

Reviews should not contain any of the following:

  • - HTML tags, profanity, obscenities, vulgarities, or comments that defame anyone
  • - Time-sensitive information such as tour dates, signings, lectures, etc.
  • - Single-word reviews. Other people will read your review to discover why you liked or didn't like the title. Be descriptive.
  • - Comments focusing on the author or that may ruin the ending for others
  • - Phone numbers, addresses, URLs
  • - Pricing and availability information or alternative ordering information
  • - Advertisements or commercial solicitation


  • - By submitting a review, you grant to Barnes & and its sublicensees the royalty-free, perpetual, irrevocable right and license to use the review in accordance with the Barnes & Terms of Use.
  • - Barnes & reserves the right not to post any review -- particularly those that do not follow the terms and conditions of these Rules. Barnes & also reserves the right to remove any review at any time without notice.
  • - See Terms of Use for other conditions and disclaimers.
Search for Products You'd Like to Recommend

Recommend other products that relate to your review. Just search for them below and share!

Create a Pen Name

Your Pen Name is your unique identity on It will appear on the reviews you write and other website activities. Your Pen Name cannot be edited, changed or deleted once submitted.

Your Pen Name can be any combination of alphanumeric characters (plus - and _), and must be at least two characters long.

Continue Anonymously

    If you find inappropriate content, please report it to Barnes & Noble
    Why is this product inappropriate?
    Comments (optional)