The Expressive Organization Linking Identity, Reputation, and the Corporate Brand

by Schulz, Majken; Hatch, Mary Jo; Larsen, Mogens Holten

• ISBN13: 9780198297796
• ISBN10: 0198297793
• Format: Paperback
• Copyright: 2000-11-02
• Publisher: Oxford University Press

Summary

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?

Author Biography

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 Bergsoe 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.

Table of Contents

List of Figures	vii
List of Tables	viii
List of Boxes	viii
Abbreviations	ix
Notes on the Contributors	x
Introduction: Why the Expressive Organization?	1	(10)
Majken Schultz
Mary Jo Hatch
Mogens Holten Larsen
Part One: Rethinking Identity
Scaling the Tower of Babel: Relational Differences between Identity, Image, and Culture in Organizations	11	(25)
Mary Jo Hatch
Majken Schultz
Organizational Identity as Moral Philosophy: Competitive Implications for Diversified Corporations	36	(15)
Jay B. Barney
Alice C. Stewart
Part Two: The Symbolic Marketplace
How Brands are Taking over the Corporation	51	(15)
Wally Olins
Markets and Meanings: Re-Imagining Organizational Life	66	(11)
Paul du Gay
Part Three: Reputation as Strategy
The Road to Transparency: Reputation Management at Royal Dutch/Shell	77	(20)
Charles J. Fombrun
Violina P. Rindova
Distorted Images and Reputation Repair	97	(18)
Janet M. Dukerich
Suzanne M. Carter
Part Four: Organizations as Brands
Building and Managing Corporate Brand Equity	115	(23)
Kevin Lane Keller
Building the Unique Organization Value Proposition	138	(19)
Simon Knox
Stan Maklan
Keith E. Thompson
Part Five: The Value of Storytelling
Corporate Communication Orchestrated by a Sustainable Corporate Story	157	(25)
Cees B. M. van Riel
Planning and Communicating Using Stories	182	(14)
Gordon G. Shaw
Managing the Corporate Story	196	(12)
Mogens Holten Larsen
Valuing Expressive Organizations: Intellectual Capital and the Visualization of Value Creation	208	(25)
Jan Mouritsen
Part Six: Communicating Organizations
The Communication Advantage: A Constituency-Focused Approach to Formulating and Implementing Strategy	233	(13)
Paul A. Argenti
Janis Forman
Self-Absorption and Self-Seduction in the Corporate Identity Game	246	(25)
Lars Thoger Christensen
George Cheney
Identity Lost or Identity Found? Celebration and Lamentation over the Postmodern View of Identity in Social Science and Fiction	271	(14)
Barbara Czarniawska
Index	285