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Author:Coupland, C.
Brown, A.D.
Title:Constructing organizational identities on the Web: a case study of Royal Dutch/Shell
Journal:Journal of Management Studies
2004 : DEC, VOL. 41:8, p. 1325-1347
Index terms:Organizational behaviour
Groups
Companies
Case studies
Netherlands
Internet
Freeterms:WWW
Language:eng
Abstract:The paper analyzes two of the e-mail exchanges that had been posted on Royal Dutch / Shell's Web site to investigate how organizational identities (hereafter as: org-idents.) are constructed through processes of description, questioning, contestation and defence. Org-idents. may be regarded as ongoing arguments btw. insiders and btw. ostensible insiders and outsiders, who deploy various persuasive techniques to render hegemonic their versions of an org-ident. The research implications of this paper are twofold. First, by focusing on language as an opaque phenomenon, taken-for-granted ways of being persuasive are made strange and hence more visible. Second, our understanding of organizations as situated in ongoing, multi-focused arguments, illustrates a new way of conceptualizing the polyphonic, genre-relevant nature of institutional identities.
SCIMA record nr: 258322
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