The IRMA Community
Newsletters
Research IRM
Click a keyword to search titles using our InfoSci-OnDemand powered search:
|
Use of Brand Heroes in Strategic Reputation Management: The Case of Bacardi, Adidas, and Daimler
|
Author(s): Joost Bücker (Radboud University, The Netherlands)and Kees Ernste (Radboud University, The Netherlands)
Copyright: 2018
Pages: 25
Source title:
Reputation Management Techniques in Public Relations
Source Author(s)/Editor(s): Ayse Erdemir (Istanbul Commerce University, Turkey)
DOI: 10.4018/978-1-5225-3619-2.ch007
Purchase
|
Abstract
The last decade witnessed a renewal of historical approaches towards business management that emphasize the malleability of the past in order to serve the present. This chapter studies the use of heroes when organizations pursue strategic change, which the authors term hero-molding. The aim is to incorporate a postmodern approach towards the analysis of the representation of heroes within organizations. To explore the use of heroes, a framework of ways in which hero-molding could be established is developed and tested by the use of a longitudinal document analysis. Data showed that hero-molding is a practiced phenomena and is used to showcase continuity, despite of strategic change. Hero-molding could be achieved through the editing of the composition and/or the meaning of labels and by help of highlighting labels attached to the hero. This chapter contributes to the enrichment of the newly developed “uses of the past” approach by showing the malleability of the interpretation of prominent members of an organization in the wake of strategic change.
Related Content
Sonal Linda.
© 2024.
24 pages.
|
Yasmin Yousaf Mossa, Peter Smith, Kathleen Ann Bland.
© 2024.
40 pages.
|
Ugochukwu Okwudili Matthew, Jazuli Sanusi Kazaure, Charles Chukwuebuka Ndukwu, Godwin Nse Ebong, Andrew Chinonso Nwanakwaugwu, Ubochi Chibueze Nwamouh.
© 2024.
29 pages.
|
Shruti Jose, Priyakrushna Mohanty.
© 2024.
20 pages.
|
Richa Srishti.
© 2024.
15 pages.
|
Aleksei Alipichev, Liudmila Nazarova, Yana Chistova.
© 2024.
21 pages.
|
Mustafa Öztürk Akcaoğlu, Burcu Karabulut Coşkun.
© 2024.
18 pages.
|
|
|