The Expressive Organization - Linking Identity, Reputation, and the Corporate Brand (Hardcover)

How does an organisation discover its identity and create a strong reputation and brand? The team of authors in this book claim that in an era of transparency and customer choice, organisations have to express their distinct identity both externally and externally. They explain how to address the concepts and provide suggestions for reaching a full understanding of what your own organisation stands for and communicating this to others. (Kirkus UK)

This text challenges 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 of corporate 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 express these externally and internally. In order to thrive in an era of transparency and customer choice, the authors argue, organizations will have to be expressive. This book is intended for undergraduate and postgraduate students of management, business strategy, accounting, marketing, and communication studies MBA students Managers and consultants.

General

Imprint:	Oxford UniversityPress
Country of origin:	United Kingdom
Release date:	August 2002
First published:	November 2000
Editors:	Majken Schultz (Professor of Intercultural Communication and Management) • Mary Jo Hatch (Professor of Organization Theory) • Mogens Holten Larsen (Managing Director of Bergsoe 4 A/S (a Danish communication consultancy specializing in integrated communications))
Dimensions:	242 x 163 x 22mm (L x W x T)
Format:	Hardcover
Pages:	308
ISBN-13:	978-0-19-829778-9
Categories:	Books > Business & Economics > Business & management > Management & management techniques > Organizational theory & behaviour Books > Business & Economics > Business & management > Sales & marketing > General Promotions
LSN:	0-19-829778-5
Barcode:	9780198297789

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