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

Paperback | July 1, 2000

EditorMajken Schultz, Mary Jo Hatch, Mogens Holten Larsen

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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. How does an organization create a strong reputation? What are the implications ofcorporate branding on organizational structures and processes? How do organizations discover their identities? These are some of the vexing problems addressed in this book by a diverse international team of contributors. According to the authors, the future lies with 'the expressive organization'. Such organizations not only understand their distinct identity and their brands, but are also able to expressthese externally and internally. In order to thrive in an era of transparency and customer choice, the authors argue, organizations will have to be expressive.

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From the Publisher

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. How does an organization create a strong reputation? What are the implications ofcorporate branding on organizational structur...

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 Hat...

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Format:PaperbackPublished:July 1, 2000Publisher:Oxford University PressLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0198297793

ISBN - 13:9780198297796

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Table of Contents

Chapter 1: Introduction: Why the Expressive Organization?Part I: Rethinking IdentityMary Jo Hatch and Majken Schultz: Chapter 2: Scaling the Tower of Babel: Relational Differences between Identity, Image, and Culture in OrganizationsJay B. Barney and Alice C. Stewart: Chapter 3: Organizational Identity as Moral Philosophy: Competitive Implications for Diversified CorporationsPart II: The Symbolic MarketplaceWally Olins: Chapter 4: How Brands are Taking over the CorporationPaul du Gay: Chapter 5: Markets and Meanings: Re-imagining Organizational LifePart III: Reputation and StrategyCharles J. Fombrun and Violina P. Rindova: Chapter 6: The Road to Transparency: Reputation Management at Royal Dutch/ShellJanet M. Dukerich and Suzanne M. Carter: Chapter 7: Distorted Images and Reputation RepairPart IV: Organizations as BrandsKevin Lane Keller: Chapter 8: Building and Managing Corporate Brand EquitySimon Knox, Stan Maklan, and Keith Thompson: Chapter 9: Building the Unique Organization Value PropositionPart V: The Value of StorytellingCees B. M. van Riel: Chapter 10: Corporate Communication Orchestrated by a Sustainable Corporate StoryGordon G. Shaw: Chapter 11: Planning and Communicating Using StoriesMogens Holten Larsen: Chapter 12: Managing the Corporate StoryJan Mouritsen: Chapter 13: Valuing Expressive Organizations: Intellectual Capital and the Visualization of Value CreationPart VI: Communicating OrganizationsJan Mouritsen: Chapter 13: Valuing Expressive Organizations: Intellectual Capital and the Visualization of Value CreationPaul A. Argenti and Janis Forman: Chapter 14: The Communication Advantage: A Constituency-Focused Approach to Formulating and Implementing StrategyLars Thoger Christensen and George Cheney: Chapter 15: Self-Absorption and Self-Seduction in the Corporate Identity GameBarbara Czarniawska: Chapter 16: Identity Lost or Identity Found? Celebration and Lamentation over the Postmodern View of Identity in Social Sciences and Fiction

Editorial Reviews

`A number of audiences will benefit from the diverse perspectives provided in this text. The well-seasoned scholar will benefit from the conversations and thinking from scholars in other disciplines that one often does not have the time to engage. ... For the student, this text provides agood cross-section of research and thinking allowing the novice to develop a lay of the land in terms of thinking about representation in organizations ... the practitioner is able to benefit from having immediate access to some of the latest and cutting-edge thinking about corporate reputations,organizational identity and branding.'Craig Carroll, Corporate Reputation Review