| Author: | Berg, P.-O. |
| Title: | Symbolic management of human resources. |
| Journal: | Human Resource Management
1986 : WINTER, VOL. 25:4, p. 557-579 |
| Index terms: | PERSONNEL MANAGEMENT CORPORATE CULTURE CORPORATE IMAGE ORGANIZATIONAL CHANGE |
| Language: | eng |
| Abstract: | Three recent trends in management are observed: corporate advertising,internal marketing,and strategic management of human resources. These trends are interrelated,and they indicate a shift in managerial focus,from the management of human resources to the management of symbolic resources. Symbolic resources are seen as symbols,metaphors,images, etc.,which in a condensed form represent complex organizational phenomena,and which can be developed and utilized to guide strategic corporate action. There are four types of symbolic resources which are in particular powerful: historical resources /corporate saga or epic/,basic values and ideologies /corporate policies/,particular activities and events /anniversaries and celebrations/,the company lifestyle. |
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