Description: 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, such as: How does an organization create a strong reputation? What are the implications of corporate branding on organizational structures and processes? and How do organizations discover their identities?
Review Quotes: "With a challenge to the beliefs about organizational identity, reputations, and branding, a diverse team of contributors reveals a wealth of new ideas for discovering answers to questions troubling contemporary firms."--Business Horizons