Brand New World? The management of meaning through branding in a knowledge-intensive firm
Опубликовано на портале: 24-12-2002
Organizational, managerial and leaderhip activity has traditionally been understood from a substance point of view. Organizations have been seen as typically producing tangible products through various forms of technostructural work process arrangements, and they have primarily been seen as contexts where leadership have been relation-oriented, task-oriented, neither or both. However, the current interest in organizational culture identity, image and reputation and organizational discourse points towards an understanding of organizational activitity as increasingly occuring in the imaginary realm. This development can be understood as a reflection of empirical changes in contemporary organizations. The traditional focus on production and manufacturing has, in many business sectors, been replaced with a focus on R & D, marketing, and branding. The phenomenon of branding, while common-sensically understood as a marketing tool, can, also be understood as an exercise in management of meaning. Branding does not only inform external stakeholders, such as customers and investors, about the core values of the organization. It also potentially instructs and directs organizational members. In this sense, branding can be viewed as a management and leadership practice. Drawing on a case study of a management consulting firm this paper attempts to illuminate the anatomy of such practices and, to some extent, their effects.
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