Abstract: Organizational membersâ support during a change can be influenced strongly by the degree to which the company is not going to be the same as it was before. Indeed, members have a stake in âwho the organization
is,â and they are often quite frantic in their efforts to avoid losing it. The aim of this book is to propose and test hypotheses on why organizational members adhere to some characteristics of their working organization and feel worried about losing them. The book does not give checklists or provide practical recommendations for how to manage a difficult change in organizations. Instead, it provides an overview of the debate and notes on
previous relevant studies; it proposes reflections and discusses the difficulty associated with change in an organizationâs identity. Hence, this book is for the reader who wants to understand the complexity of the topic to better understand the recommendations that may be provided to them by other, more practically oriented studies. In doing so, this book explains the complexity of the topic to allow the reader to gain a more comprehensive and far better informed perspective on change to organizational identity.
Abstract: The situational theory of publics demonstrates that stakeholders are best segmented into active publics given their high problem recognition, low constraint recognition, and high level of involvement in an issue. The current study further demonstrates that low identification with an issue is significant as the publicâs situational drivers are increased by a high ethnocentric bias. This argument is investigated with regard to a specific type of public: journalists. The results confirmed previous discussions of how a specific publicâs situational behavior might be influenced by a referent criterion representing a biased mindset of that public toward the topic.
Abstract: This paper explores the influence of digital technologies on media networks, in particular how they affect the traditional gatekeeping model. Wireless communications are the hot point of all digital technologies, and their application to the transmission of the Olympic Games is a milestone for the global creative industries every two/four years. The authors argue that the research and innovation (R&I) industriesâ involvement with the media industries needs to be reconsidered within the framework of an updated media gatekeeping model.
To investigate this research question, results are reported from a case study examining the gatekeeping processes in the 2008 Olympic Games in Beijing, and the subsequent Olympics up to 2016. Results show the need for a new gatekeeping model that takes into consideration the impact of digital technologies, especially wireless communications. Additionally, new decision models regarding innovation investment in the global media industry are suggested by the impact of R&I on the media gatekeeping model itself.
Abstract: Brand repositioning may cause a loss of attributes that formerly characterized it. This study investigates how consumers react to the potential disappearance of such attributes. Specifically, it addresses the question whether consumers are more concerned about the pragmatic consequences for achieving their own goals, or about the emotional consequences for their sense of pride and their feelings that the brand may no longer be the same brand. Our findings show that to some extent consumers worry about the potential disappearance of those brand attributes that are important to express their identity. So their degree of identification with the brand matters. However, our findings show that they are much more concerned about attributes that help them reach their objectives. The results show how pragmatic consumersâ reaction to brand repositioning can be even in situations where customers have long-lasting intensive contact with the brand.
Abstract: Individuals cope with membership-threatening situations in organizations through their level of collective efficacy. Basically, members' perception of the resourcefulness of the organization provides them with a strong basis from which to believe that they are collectively competent in handling unforeseen situations. To support this argument, this paper empirically analyzes two changing organizations in which high collective efficacy de facto lowers members' preoccupation with seeing features of the organization key for their membership disappear. These findings confirm previous work on the role of collective efficacy during general organizational threats and provide initial evidence of the importance of collective efficacy in containing membership threats in particular. [PUBLICATION ABSTRACT]
Abstract: This article shows that while the community of scholars using the term multiple identities may seem fragmented, it is, in fact, a more coherent entity of scholars than it first appears. Also, it illustrates that the concept of multiple identities is key to advance our knowledge of the socially constructed and social actor nature of an organization's identity. A review of how business scholars - from marketing, management, Management Information Systems, Productions and Operations Management, accounting, finance, and economics - employ the term multiple identities in their studies supports these arguments. In this regard, I analyzed 189 scholars' works listed by the Business Source Premier Database that use the term multiple identities or refer to the most cited article on multiple identities as reported by the ISI Web of Knowledge Database. Findings are presented by mapping the journals that are published with common discussions. They also are discussed in light of how they might inspire future identity studies. [PUBLICATION ABSTRACT]
Abstract: The purpose of this paper is to propose a method by which to audit winemakers' communication of regional wine brands and to illustrate the method's conceptual basis through its empirical application to the Swiss wine Merlot Ticino. The audit is comprised of two parts: one captures producers' intentions regarding the communication of the regional wine brand while the other determines what wineries actually convey through their formal communications. Data about intentions were collected through qualitative interviews and a survey of producers, while data on what wineries convey was based on a content analysis of wineries' communication materials. The application of the audit to the brand Merlot Ticino shows that the proposed method provides several insights into the brand's personality, possible gaps between producers' intentions and actual communications, the potential target of the communication, the level of consistency of communication content and style, and the expressiveness of wineries in communicating the regional wine brands. The content analysis adopted in this research focuses on formal communications issued by wineries. Adding oral contents and consumer perceptions would considerably improve the audit tool. This paper provides winemaking regions with a useful tool with which to determine the effectiveness of their brand projections in the collective promotion of their regional wine brands. The paper is of value for academic research because it illustrates that results may be obtained in the wine brand field using methods traditionally used in corporate communication research, like projective techniques and communications audits.
Abstract: Taking pride in being a good company without being perceived as having an opportunistic purpose is anything but easy. We analyzed the practice of top European companies and asked expertsâ opinions about risks and opportunities related to communicating CSR. Results highlight that within the Swiss and Danish environments, the CSR activities by companies were not communicated as it was believed to be sufficiently highlighted in the CSR activities themselves. On the contrary, in the UK, Spain, Italy and France, it was found that the importance of communicating a companyâs CSR activities was just as equally important as the CSR activities the company was engaged in. This is in line not only with the need to spread good practices to influence public opinion, but also to counter any bad practices that may arise to influence public opinion. These findings reveal how CSR communication across Europe is having a varied impact on stakeholder dialogue on the issue of CSR.
Notes: Cuadernos de la Información is in LATINDEX
Abstract: This study explores Hinkle's implication grid as a useful technique for identifying the core characteristics of an organization by defining the concerns that members have seeing the core characteristics disappear. Hinkle designed the proposed method to assess how difficult it might be to change a core element of people's personalities; here, the author has adapted the method and applied it in two different and evolving organizations. These two applications demonstrate the method's practical value: It can help us avoid the assumption that changing core attributes is painful for an organization's members, and we can start to measure, in concrete terms, whether pain is actually experienced, what type of pain it is, and in which part of the organization it is most intense. Thus, it is difficult to change these core elements because a person's capacity to interact socially with others depends on his or her ability to form a mental representation of the group he or she belongs to. Social reality has a coherent structure, and we make sense of organizational events on the basis of this structure, as well as on our own place in the organization.
Abstract: This study provides a coding framework to empirically audit a museumâs image on the media. The final aim is to help out museums to consider the media as active participants and co-constructors of their image and, therefore, as key actors building credibility, institutional power, prestige, familiarity and trust toward the organization. The application of the audit in a museum which was on the mediaâs spot for scandals shows that the proposed methodology gives specifically two main insights. First, it provides a picture of how media portray the museum in its functional and emotional-representational image with the advantage to know how it is covered in its uniqueness and inimitability. Second, it gives details on which features of museumâs image get positive, negative, or no coverage at all with the benefit to recognize which critical issues and opportunities should be managed to improve the museumâs image on the media.
Abstract: The purpose of this paper is to provide a picture of the practice of corporate social responsibility (CSR) communication among the top 300 companies in Switzerland and to investigate how favorable the cultural context is for this kind of communication. The investigation of the top 300 companies in Switzerland was conducted using a written survey that built on previous studies. CSR communication in Switzerland appears to be well developed, but still has broad margins for development. Examples are provided on how to improve CSR communication. Such improvements should be relatively easy to implement since Switzerland, it is argued, appears to be open to CSR communication. The investigation considered only the communication objectives toward a limited range of stakeholders, such as clients, shareholders, and employees. The survey was conducted among the top 300 companies in Switzerland; these companies are not necessarily representative of the whole Swiss business community. The paper describes the elements that should be considered in order to develop an effective CSR communication. These elements are synergies between issues, objectives, and channels; criteria for a credible social report; the exploitation of the potentialities of CSR advertising and the web; and the understanding of the national context where the organization is operating. This paper focuses on CSR communication, an area that has received limited attention in CSR research. Organizations may find interesting hints on how to develop effective CSR communication. [PUBLICATION ABSTRACT]
Abstract: This paper discusses the substantial difference for practice in the current models of organizational identity, which consider directly and indirectly the looking-glass process of organizational identity. The paper pinpoints that some models represent a first useful step for an analysis of external interpretations of organizations and that others represent an in-depth view of external images with consequences for the organization. Examples of the usefulness of the models are developed as they are re-read in the light of three different approaches to stakeholder theory which provide an understanding of the different levels of analysis of stakeholders' external interpretations of the organization: the broad, the narrow a priori and the narrow situational. An exploration of the interrelations between identity and stakeholder fields is therefore provided. [PUBLICATION ABSTRACT]
Abstract: This paper gives a multidisciplinary approach to identity management, considering the organization's identity under the light of an issues management perspective. The approach is to consider the organization's identity not only as an important element to match internal needs and external expectations, but environmental changes as well. In the 1990s, many models considering the importance of environmental forces were developed, but so far there are neither empirical studies nor methods aimed at revealing the ideal identity of an organization through a real consideration of environmental changes. For these reasons, this paper develops a theoretical identity model to face external changes as well as an audit model to shape identity around changes, ie identity measurement including environmental changes. The model and the processes were applied in an actual project auditing the identity of a regulatory agency in order to prepare it for its future challenges. The illustration of the case shows the practical feasibility and usefulness of the measurement tools. Even though this contribution is practical, it gives an insight into how identity management can serve as a real strategic tool in helping to survive changes. It thus introduces a new multidisciplinary perspective on research, which could be developed in further studies. [PUBLICATION ABSTRACT]
Abstract: The boost to activism to which the internet has largely contributed has been underlined by financial and image issues growing from hacker attacks and the online promotion of activist groups. Emergency corporate counteractions with regard to these cyber threats have not analysed this new phenomenon. The state of the research in this area has consistently remained at the period before the development and widespread use of the internet. Cyberactivism, therefore, is a cyber phenomenon without a clear meaning or a clear definition. In order to understand cyberactivism, it is important to understand that it is much more than simply about hacking and activists' online promotion. It is a new phenomenon, growing out of activism but changing the pressure on corporations. With the internet, new dynamics of issue selection have been established and a different aggregation within groups has taken place. A new organisational set-up among activist groups puts new pressure on corporations, which must develop new strategies concerning online rules. Cyber actions are originated by individuals triggering a spontaneous relationship between many users. The pressure is no longer the result of a long aggregation into association, but of an immediate and spontaneous network of relationships. [PUBLICATION ABSTRACT]
Abstract: The case study of Banco Bilbao Vizcaya Argentaria (BBVA) explores how a corporate communication department can not only communicate innovation, but also foster innovation in corporate communication. The case shows how monitoring for innovation in collaboration with an open network of partners can help the communications department contribute to strategy of the core business through better, more useful metrics, an increased understanding of consumer behavior online and offline, and by mapping out a complete picture of the organizationâs stakeholder relationships with every department and individual in order to anticipate future advantages, among other benefits. The case study presents BBVAâs model to promote innovation in their corporate communications department. Specifically, it discusses steps and processes to take into consideration. Also, it discusses the role of communication directors in this process.
Abstract: We use this case study in courses related to corporate communication, corporate identity, corporate image, branding, advertising and corporate marketing. The final aim of the case study is to bring students applying their knowledge on how to segment stakeholders and how to integrate communication for corporate communication, branding and corporate marketing purposes.
Students learn that to build the Festivalâs brand credibility in the industry during 2006 it was necessary to address multiple stakeholdersâ expectations, beyond those that are typically considered.
Visual and multimedia material in the case study make this case study unique as students learn also some practical basic steps to consider during the repositioning of a brand (e.g. How to build a corporate identity manual, sponsoring structure, content design, etc). In the case students have to face different exercises for segmenting stakeholders and prioritize the main issues of concern. Apart from that the case shows the before and after of the image and the repositioning initiatives
Abstract: When Swiss Post started its process of privatization it was facing a complex situation. Its condition as operating between âpublic and privateâ required Swiss Post to guarantee universal service while maintaining low prices. Also, it required it operate within a complex network of inter-organizational relationships. Particularly critical was the situation the Swiss post faced when the logistic redesign of mail distribution centers required the dismissal of a high number of employees. Strong reactions from public opinion, the media, political parties, local authorities and trade unions rose. In this changing context, it was vital for Swiss Post to find inter-organizational allies and also take care of all stakeholders relationships. Clear strategic communication was necessary.
Abstract: In 2001 Starbucks starts a process world expansion. The market in United States seems to be near the saturation; the price of Starbucks's coffee shops seems to be too high for the youngest generation; the moral of employees seems to have decreased in the last decade. In addition, Starbucks, as McDonald's and other multinational brands, represents a certain way of life criticized by anti-globalization movements. Particularly delicate is the entry in Continental Europe, where the culture of coffee consumption is different from the ritual proposed by Starbucks. In this context, it is necessary to have a clear communication strategy.
