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Organizational Image

Craig E. Carroll

Subject Communication Studies » Organizational Communication, Strategic Communication and PR

Key-Topics image

DOI: 10.1111/b.9781405131995.2008.x


Organizational image is a useful concept for understanding the impressions individuals have of organizations or that organizations want to convey to individuals. The term refers to an →  Image that encapsulates the likeness of an organization. Organizational images can have a strong influence on most aspects of members’ organizational experiences. From an individual perspective, organizational image helps to explain how people: (1) seek membership in organizations, (2) identify with organizations, (3) make sense of and compare organizations, (4) align their decisions and behavior with others serving the same organizational cause, and (5) understand themselves and their roles in organizations. From an organizational perspective, organizational image helps the dominant coalition to establish or position the organization, its goals, and its views in the minds of its employees, customers, or other stakeholders. For employees, organizational image helps envision what types of activities are appropriate; for external constituencies, the image helps place the organization into a category of similar organizations while simultaneously differentiating the organization from others (→  Organizational Communication ). The concept of organizational image is closely related to the term “corporate image,” used by management consultants and public relations practitioners. The concept was broadened ... log in or subscribe to read full text

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