Narrative construction of corporate branding: ambiguities, mixed feelings and ambivalence

Rita Järventie-Thesleff, Horst Sven-Ove

Tutkimustuotos: Artikkeli kirjassa/konferenssijulkaisussaKonferenssiesitysScientificvertaisarvioitu

Abstrakti

This paper investigates how ambiguities, mixed feelings and ambivalence emerge during a corporate brand driven strategic change process and how these emotions are embedded in the narrative constructions of the change over time. Drawing on rich ethnographic data from an industrial B-to-B organization, the empirical analysis leads to distinguishing four time-sensitive, yet partly overlapping narratives: Unification, Alignment, Streamlining and Withdrawal. Over time, the interpretation of the corporate brand building project changed from an invigorating internal development endeavour to a perception of an adversarial marketing tool. Ambiguity, mixed feelings and ambivalence characterized the unfolding corporate branding process, eventually leading to a dissolution of the project. Our paper contributes to the growing body of organizational research on corporate branding by elucidating the multivocal, ambiguity-filled, constantly changing interpretations of a corporate branding project. Furthermore, it deepens understanding of emotions in organizations by shedding light on how ambiguities, mixed feelings and ambivalence constitute unconscious dynamics in influencing the way change unfolds.
AlkuperäiskieliEnglanti
TilaJulkaistu - 3 heinäkuuta 2020
OKM-julkaisutyyppiEi oikeutettu
TapahtumaEuropean Group for Organizational Studies Colloquium - Hamburg, Saksa
Kesto: 2 heinäkuuta 20204 heinäkuuta 2020
Konferenssinumero: 36

Conference

ConferenceEuropean Group for Organizational Studies Colloquium
LyhennettäEGOS
MaaSaksa
KaupunkiHamburg
Ajanjakso02/07/202004/07/2020

Sormenjälki Sukella tutkimusaiheisiin 'Narrative construction of corporate branding: ambiguities, mixed feelings and ambivalence'. Ne muodostavat yhdessä ainutlaatuisen sormenjäljen.

Siteeraa tätä