This book summarizes the research findings from the relatively new
domain of study called "organizational perception management"
(OPM). While perception management has been studied at the
individual level since the 1960's, organization-level perception
management was first examined in the 1980's in the context of
corporate annual reports that focused on organizational standard
and performance. Since then, empirical studies have expanded the
domain of organizational perception management to include the
management of organizational identities, as well as the strategic
management of specialized organizational images for specific
audiences. The goals of Organizational Perception Management are
to: *summarize and organize this evolving literature to provide a
complete and comprehensive definition of OPM events and tactics;
*illustrate OPM events and tactics in specific, real-world
contexts; and *identify a set of research themes that may stimulate
further research on OPM. This text is grounded primarily in
empirical research on OPM, including qualitative field research,
and uses current research and case studies to illustrate the
application and effectiveness of OPM in context. As such, it will
appeal to students, scholars, and practitioners of organizational
management.
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