Branding Atrocity: Narrating Dark Sides and Managing Organizational Image

Research output: Contribution to journalJournal articleResearchpeer-review

Abstract

Research on the dark side of organizations has usually focused on atrocities committed by organizations or specific persons within them. Less attention has been paid to how organizations can utilize atrocities they had no part in creating. In this article, the manner in which atrocities can be utilized, managed and narrated in corporate image-work is discussed through two empirical illustrations: The Body Shop's campaign against trafficking, and a campaign by a social movement organization to curb violence towards women in Congo. The article argues that analyzing differences in how organizations choose and position external atrocities in their branding can benefit our understanding of both organizational image-work and the dark side of organization
Original languageEnglish
JournalOrganization Studies
Volume35
Issue number2
Pages (from-to)209-231
ISSN0170-8406
DOIs
Publication statusPublished - Feb 2014

Cite this

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title = "Branding Atrocity: Narrating Dark Sides and Managing Organizational Image",
abstract = "Research on the dark side of organizations has usually focused on atrocities committed by organizations or specific persons within them. Less attention has been paid to how organizations can utilize atrocities they had no part in creating. In this article, the manner in which atrocities can be utilized, managed and narrated in corporate image-work is discussed through two empirical illustrations: The Body Shop's campaign against trafficking, and a campaign by a social movement organization to curb violence towards women in Congo. The article argues that analyzing differences in how organizations choose and position external atrocities in their branding can benefit our understanding of both organizational image-work and the dark side of organization",
keywords = "Atrocity, Organizational texts, Narratives, Image-management, Branding",
author = "Muhr, {Sara Louise} and Alf Rehn",
year = "2014",
month = "2",
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language = "English",
volume = "35",
pages = "209--231",
journal = "Organization Studies",
issn = "0170-8406",
publisher = "Sage Publications Ltd.",
number = "2",

}

Branding Atrocity : Narrating Dark Sides and Managing Organizational Image. / Muhr, Sara Louise; Rehn, Alf.

In: Organization Studies, Vol. 35, No. 2, 02.2014, p. 209-231.

Research output: Contribution to journalJournal articleResearchpeer-review

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AU - Muhr, Sara Louise

AU - Rehn, Alf

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AB - Research on the dark side of organizations has usually focused on atrocities committed by organizations or specific persons within them. Less attention has been paid to how organizations can utilize atrocities they had no part in creating. In this article, the manner in which atrocities can be utilized, managed and narrated in corporate image-work is discussed through two empirical illustrations: The Body Shop's campaign against trafficking, and a campaign by a social movement organization to curb violence towards women in Congo. The article argues that analyzing differences in how organizations choose and position external atrocities in their branding can benefit our understanding of both organizational image-work and the dark side of organization

KW - Atrocity

KW - Organizational texts

KW - Narratives

KW - Image-management

KW - Branding

U2 - 10.1177/0170840613511925

DO - 10.1177/0170840613511925

M3 - Journal article

VL - 35

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