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.

Chapter 1: Introduction: Why the Expressive Organization?; Part I: Rethinking Identity; Mary Jo Hatch and Majken Schultz: Chapter 2: Scaling the Tower of Babel: Relational Differences between Identity, Image, and Culture in Organizations; Jay B. Barney and Alice C. Stewart: Chapter 3: Organizational Identity as Moral Philosophy: Competitive Implications for Diversified Corporations; Part II: The Symbolic Marketplace; Wally Olins: Chapter 4: How Brands are Taking over the Corporation; Paul du Gay: Chapter 5: Markets and Meanings: Re-imagining Organizational Life; Part III: Reputation and Strategy; Charles J. Fombrun and Violina P. Rindova: Chapter 6: The Road to Transparency: Reputation Management at Royal Dutch/Shell; Janet M. Dukerich and Suzanne M. Carter: Chapter 7: Distorted Images and Reputation Repair; Part IV: Organizations as Brands; Kevin Lane Keller: Chapter 8: Building and Managing Corporate Brand Equity; Simon Knox, Stan Maklan, and Keith Thompson: Chapter 9: Building the Unique Organization Value Proposition; Part V: The Value of Storytelling; Cees B. M. van Riel: Chapter 10: Corporate Communication Orchestrated by a Sustainable Corporate Story; Gordon G. Shaw: Chapter 11: Planning and Communicating Using Stories; Mogens Holten Larsen: Chapter 12: Managing the Corporate Story; Jan Mouritsen: Chapter 13: Valuing Expressive Organizations: Intellectual Capital and the Visualization of Value Creation; Part VI: Communicating Organizations; Jan Mouritsen: Chapter 13: Valuing Expressive Organizations: Intellectual Capital and the Visualization of Value Creation; Paul A. Argenti and Janis Forman: Chapter 14: The Communication Advantage: A Constituency-Focused Approach to Formulating and Implementing Strategy; Lars Th/oger Christensen and George Cheney: Chapter 15: Self-Absorption and Self-Seduction in the Corporate Identity Game; Barbara Czarniawska: Chapter 16: Identity Lost or Identity Found? Celebration and Lamentation over the Postmodern View of Identity in Social Sciences and Fiction

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 Hatch is Professor of Organization Theory at Cranfield School of Management. She specializes in the application of culture-based organization theories to the study of leadership and management and to organizational identity and corporate branding. She is European editor of the Journal of Management Inquiry. Mogens Holten Larsen is Managing Director of Bergsøe 4 A/S - a Danish communication consultancy specializing in integrated communications. For the last twenty years he has worked with a wide range of major Danish and international companies representing almost all types of communication issues on all types of markets: AstraZeneca, Renault, Danish Railways, Maersk and Superfoss among others.