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portada The Expressive Organization: Linking Identity, Reputation, and the Corporate Brand
Type
Physical Book
Publisher
Author
Year
2000
Language
English
Pages
292
Format
Paperback
Weight
1.05
ISBN
9780198297796
ISBN13
9780198297796
Edition No.
1
Categories

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

Schultz, Majken,Hatch, Mary Jo,Larsen, Mogens Holten (Author) · Oxford University Press · Paperback

The Expressive Organization: Linking Identity, Reputation, and the Corporate Brand - Schultz, Majken,Hatch, Mary Jo,Larsen, Mogens Holten

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

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 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.

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