Grandiose branding: World-class aim and its organizational consequences

IF 2 4区 管理学 Q3 MANAGEMENT
Kimmo Alajoutsijärvi , Kerttu Kettunen , Marjo Siltaoja
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引用次数: 0

Abstract

Branding has become a strategic tool for university management in competition for students, faculty, and funding. In this study, we explore university branding in its extreme form of grandiose branding and ask How can grandiose branding initiate a process that prompts ethically and morally questionable practices in organizations? Grandiose branding is characterized by an excessive use of superlatives that frame higher education institutions as “world-class universities.” Through a self- and autoethnographic single-case study conducted in a business school, our study shows that branding efforts that do not align with an organization’s actual quality and performance can lead to a counterproductive cycle of camouflaging top management’s failures and justifying ethically and morally questionable actions directed towards the institution’s primary stakeholders. The study contributes to the earlier literature on grandiosity in the context of higher education by taking a process perspective and explores the implications of grandiose branding from rhetoric through implementation.

浮夸的品牌:世界一流的目标及其组织后果
品牌已经成为大学管理在争夺生源、师资和资金方面的战略工具。在本研究中,我们探讨了极端形式的浮夸品牌的大学品牌,并提出浮夸品牌如何启动一个过程,促使组织中的伦理和道德上有问题的做法?浮夸品牌的特点是过度使用最高级的词语,将高等教育机构框定为“世界一流大学”。通过在一所商学院进行的自我和自我民族学单一案例研究,我们的研究表明,与组织的实际质量和绩效不一致的品牌努力可能导致一个适得其反的循环,掩盖最高管理层的失败,并为针对机构主要利益相关者的道德和道德问题行为辩护。本研究从过程的角度对早期关于高等教育背景下的夸大其词的文献做出了贡献,并从修辞到实施探索了夸大其词品牌的含义。
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来源期刊
CiteScore
4.00
自引率
10.00%
发文量
36
审稿时长
71 days
期刊介绍: The Scandinavian Journal of Management (SJM) provides an international forum for innovative and carefully crafted research on different aspects of management. We promote dialogue and new thinking around theory and practice, based on conceptual creativity, reasoned reflexivity and contextual awareness. We have a passion for empirical inquiry. We promote constructive dialogue among researchers as well as between researchers and practitioners. We encourage new approaches to the study of management and we aim to foster new thinking around management theory and practice. We publish original empirical and theoretical material, which contributes to understanding management in private and public organizations. Full-length articles and book reviews form the core of the journal, but focused discussion-type texts (around 3.000-5.000 words), empirically or theoretically oriented, can also be considered for publication. The Scandinavian Journal of Management is open to different research approaches in terms of methodology and epistemology. We are open to different fields of management application, but narrow technical discussions relevant only to specific sub-fields will not be given priority.
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