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The Power of Being Divisive - Understanding Negative Social Evaluations (Hardcover)
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The Power of Being Divisive - Understanding Negative Social Evaluations (Hardcover)
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In the last decade, research on negative social evaluations, from
adverse reputation to extreme stigmatization, has burgeoned both at
the individual and organizational level. Thus far, this research
has largely focused on major corporate risks. Corporate public
relations and business executives intuitively know that a negative
image deters important relationships—from customers and partners,
to applicants, stakeholders, and potential funding. At the same
time, business is conducted in an age of heightened connection,
including digital platforms for criticism and a 24-hour news cycle.
Executives know that some degree of public disapproval is
increasingly unavoidable. Negative social evaluations can also put
social actors on the map. In the era of identity politics, many
political leaders express controversial views to appeal to specific
audiences and gain in popularity. Through network and signaling
effects, being controversial can potentially pay off. Thomas J.
Roulet offers a framework for understanding not only how
individuals and organizations can survive in an age of increasing
scrutiny, but how negative social evaluations can surprisingly
yield positive results. A growing body of work has begun to show
that being "up against the rest" is an active driver of corporate
identity, and that firms that face strong public hostility can
benefit from internal bonding. Synthesizing this work with his
original research, and drawing comparisons to work on misconduct
and scandals, Roulet addresses an important gap by providing a
broader perspective to link the antecedents and consequences of
negative social evaluations. Moreover, he reveals the key role that
audiences play in assessing these consequences, whether positive or
negative, and the crucial function of media in establishing
conditions in which public disapproval can bring positive results.
Examples and cases cover Uber and Google, Monsanto, Electronic
Arts, and the investment banking industry during the financial
crisis.
General
Imprint: |
Stanford Business Books,US
|
Country of origin: |
United States |
Release date: |
September 2020 |
First published: |
2020 |
Authors: |
Thomas J. Roulet
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Dimensions: |
229 x 152 x 23mm (L x W x T) |
Format: |
Hardcover - Cloth
|
Pages: |
224 |
ISBN-13: |
978-1-5036-0820-7 |
Categories: |
Books >
Business & Economics >
General
|
LSN: |
1-5036-0820-4 |
Barcode: |
9781503608207 |
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