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“As Emerson said that an institution is the ‘extended shadow’ of a person, Bouchikhi and Kimberly fluidly blend the personal and enterprise-wide perspectives of professional identity to yield both powerful insights and priceless practical tools. Most management books look at the decision maker or at the decision making context. This important book embraces both while eschewing the clichés of corporate culture guidebooks. Anchored in decades of research, compelling current business sagas, and familiar everyday challenges, The Soul of the Corporation uniquely conveys the inextricably intertwined nature of the symbolic and substantive roles of leadership.” Jeffrey Sonnenfeld , Senior Associate Dean, Lester Crown Professor of Management, Yale School of Management, and coauthor of Firing Back: How Great Leaders Rebound from Career Disasters “In a world of continuous flux and accelerating change, one’s sense of identity becomes more crucial than ever for companies, no less than individuals. In The Soul of the Corporation , Bouchikhi and Kimberly take us on a journey into the psychological world of corporate identity and explore the importance of companies knowing who they are, both in relation to their inner-workings and the outside world. This trailblazing book will prove invaluable to management in their quest to define the essence of their corporate identity.” Jeremy Rifkin , President of the Foundation on Economic Trends in Washington, author of The End of Work , The Age of Access , and The Hydrogen Economy “Identity is one of the most fundamental yet least understood determinants of organizational outcomes. Bouchikhi and Kimberly’s book provides a fresh and provocative point of view of the determinants of organizational identity as well as research-based insights on how to shift identity over time. This book will be important to both scholars of organizational evolution as well as managers involved in leading change.” Michael Tushman , Paul R. Lawrence Class of 1942 Professor of Business at the Harvard Business School “A strong Identity is a major asset for a firm, as this book so convincingly illustrates. To manage the Identity (the I*Dimension) is perhaps the most critical top leadership function today. The authors show us how to do this–a must read!” Dr. Peter Lorange , IMD President, The Nestlé Professor Understand, Control, and Leverage Your Company’s #1 Asset: Its Unique Identity We live in a new Age of Identity, in which your employees, customers, investors, and
other stakeholders care about who you really are. More than ever, your company’s identity will shape the results it can achieve. The Soul of the Corporation will help you clearly understand your company’s identity, and then take control of it and leverage
it for long-term adaptation and success. Drawing on real-life stories from the world’s most prominent companies, the authors show how identity can be an extraordinarily valuable asset–and how, if not properly managed, it can become a huge liability. Discover how your firm’s identity is related to–and different from–its organizational culture, brand positioning, and reputation. Learn how to diagnose and manage the often unconscious shared beliefs that constitute your company’s soul…how to face the enormous identity challenges that arise in mergers, alliances, spin-offs, and the creation of new brands…and above all, how to lead and inspire in this new Age of Identity. ? Master your company’s “I*Dimension” New tools for leveraging identity for competitive advantage ? Manage the tensions that shape your company’s identity Convergent vs. divergent, internal vs. external, designed vs. emergent, sameness vs. uniqueness ? Overcome the dark, dysfunctional side of identity Minimize narcissism, conflict, drift, and fragmentation ? Protect what’s precious, change what needs to change Managing identity through M&As, spin-offs, alliances, and unrelenting change
目录
Acknowledgments p. xii
About the Authors p. xiii
Introduction: Leadership Challenges in the Age of Identity p. xv
Globalization p. xvi
Mergers and Acquisitions p. xviii
Spin-Offs p. xix
Disruptive Innovation p. xx
Deregulation p. xxi
Strategic Alliances, Organizational Networks, and Boundaryless Organizations p. xxiii
A Society of Organizations p. xxiv
Reputation and Accountability p. xxvii
The Advent of Alternative Social Identities in the Workplace p. xxix
The Self-Aware, Empowered Consumer p. xxx
The Pervasiveness of Branding p. xxxiii
Endnotes p. xxxv
The I*Dimension p. 1
The I*Dimension p. 3
Identity Anchors p. 5
Balancing Contradictory Tensions in Identity p. 14
Endnotes p. 16
The Bright Side of the I*Dimension p. 19
The Internal Benefits of Clear, Consistent, and Valued Identities p. 21
The External Benefits of Clear, Consistent, and Socially Valued Identities p. 24
The Virtuous Cycle p. 25
Endnotes p. 26
The Dark Side of the I*Dimension p. 27
Narcissism p. 28
Identity Conflict p. 30
Drift p. 33
Fragmentation p. 35
Endnotes p. 38
Casualties of the I*Dimension p. 41
Carly Fiorina p. 42
Jean-Marie Messier p. 45
Thomas Middelhoff p. 51
Philip Purcell p. 54
Endnotes p. 58
To Blend or Not to Blend: Identity Integration in Mergers and Acquisitions p. 61
When the Sauce Curdles: The Case of DaimlerChrysler p. 62
What Path to Follow? p. 65
Colonial Integration p. 67
Confederate Integration p. 68
Federalist Integration p. 72
Symbiotic Integration p. 73
The Four Models in Perspective p. 75
Endnotes p. 77
When Should the Cord Be Cut? Managing Identity in Spin-Offs p. 79
The I*Dimension in Spin-Offs p. 80
Continuing Connection p. 81
Clean Breaks p. 83
Paradoxical Patterns p. 87
Why Spin Off? p. 89
Managing the I*Dimension in Spin-Offs p. 93
Endnotes p. 95
Identity in Strategic Alliances and Joint Ventures p. 97
How Identity Issues Can Put Strategic Alliances at Risk p. 99
A Framework for Handling Identity in Strategic Alliances p. 108
Managerial Implications p. 115
Endnotes p. 117
Managing the I*Dimension at Organizational and Brand Levels p. 119
When Tying a Brand's Identity to an Organization's Self-Concept Destroys Economic Value p. 121
How Much Should Brand Identity Rely on Organization Identity, and Vice Versa? p. 124
Assessing the Relationships Between Organizational and Brand Identities p. 127
Managing Identity in the Transition from a Single Brand to a Brand Portfolio p. 130
Managing Organizational and Brand Identities After Mergers and Acquisitions p. 132
Endnotes p. 135
Masters of the I*Dimension p. 137
Steve Jobs p. 138
Peter Saunders p. 141
Louis Gerstner p. 146
Carlos Ghosn p. 150
Endnotes p. 153
Diagnosing Your Firm's Identity p. 155
Who Needs an Identity Audit? p. 156
Discovering Identity: A Generic Approach p. 158
Examples of Identity Audits p. 164
A Methodological Guide for Conducting an Identity Audit p. 167
Exploiting Secondary Sources p. 168
Interviews with Key Constituencies p. 169
Survey of Stakeholders p. 171
Endnotes p. 172
Leading in the Age of Identity p. 173
Reinforcing the I*Dimension p. 175
Dealing with Identity and Identification at Individual and Group Levels p. 178
When the I*Dimension Must Change p. 179
Evolutionary Change in the I*Dimension p. 182
Revolutionary Change of the I*Dimension p. 184
The Benefits and Pitfalls of Evolutionary and Revolutionary Change of the I*Dimension p. 187
The Levers for Identity Change p. 188
Common Ingredients of Successful Identity Change p. 189
Endnotes p. 190
Epilogue p. 191
Index p. 195
About the Authors p. xiii
Introduction: Leadership Challenges in the Age of Identity p. xv
Globalization p. xvi
Mergers and Acquisitions p. xviii
Spin-Offs p. xix
Disruptive Innovation p. xx
Deregulation p. xxi
Strategic Alliances, Organizational Networks, and Boundaryless Organizations p. xxiii
A Society of Organizations p. xxiv
Reputation and Accountability p. xxvii
The Advent of Alternative Social Identities in the Workplace p. xxix
The Self-Aware, Empowered Consumer p. xxx
The Pervasiveness of Branding p. xxxiii
Endnotes p. xxxv
The I*Dimension p. 1
The I*Dimension p. 3
Identity Anchors p. 5
Balancing Contradictory Tensions in Identity p. 14
Endnotes p. 16
The Bright Side of the I*Dimension p. 19
The Internal Benefits of Clear, Consistent, and Valued Identities p. 21
The External Benefits of Clear, Consistent, and Socially Valued Identities p. 24
The Virtuous Cycle p. 25
Endnotes p. 26
The Dark Side of the I*Dimension p. 27
Narcissism p. 28
Identity Conflict p. 30
Drift p. 33
Fragmentation p. 35
Endnotes p. 38
Casualties of the I*Dimension p. 41
Carly Fiorina p. 42
Jean-Marie Messier p. 45
Thomas Middelhoff p. 51
Philip Purcell p. 54
Endnotes p. 58
To Blend or Not to Blend: Identity Integration in Mergers and Acquisitions p. 61
When the Sauce Curdles: The Case of DaimlerChrysler p. 62
What Path to Follow? p. 65
Colonial Integration p. 67
Confederate Integration p. 68
Federalist Integration p. 72
Symbiotic Integration p. 73
The Four Models in Perspective p. 75
Endnotes p. 77
When Should the Cord Be Cut? Managing Identity in Spin-Offs p. 79
The I*Dimension in Spin-Offs p. 80
Continuing Connection p. 81
Clean Breaks p. 83
Paradoxical Patterns p. 87
Why Spin Off? p. 89
Managing the I*Dimension in Spin-Offs p. 93
Endnotes p. 95
Identity in Strategic Alliances and Joint Ventures p. 97
How Identity Issues Can Put Strategic Alliances at Risk p. 99
A Framework for Handling Identity in Strategic Alliances p. 108
Managerial Implications p. 115
Endnotes p. 117
Managing the I*Dimension at Organizational and Brand Levels p. 119
When Tying a Brand's Identity to an Organization's Self-Concept Destroys Economic Value p. 121
How Much Should Brand Identity Rely on Organization Identity, and Vice Versa? p. 124
Assessing the Relationships Between Organizational and Brand Identities p. 127
Managing Identity in the Transition from a Single Brand to a Brand Portfolio p. 130
Managing Organizational and Brand Identities After Mergers and Acquisitions p. 132
Endnotes p. 135
Masters of the I*Dimension p. 137
Steve Jobs p. 138
Peter Saunders p. 141
Louis Gerstner p. 146
Carlos Ghosn p. 150
Endnotes p. 153
Diagnosing Your Firm's Identity p. 155
Who Needs an Identity Audit? p. 156
Discovering Identity: A Generic Approach p. 158
Examples of Identity Audits p. 164
A Methodological Guide for Conducting an Identity Audit p. 167
Exploiting Secondary Sources p. 168
Interviews with Key Constituencies p. 169
Survey of Stakeholders p. 171
Endnotes p. 172
Leading in the Age of Identity p. 173
Reinforcing the I*Dimension p. 175
Dealing with Identity and Identification at Individual and Group Levels p. 178
When the I*Dimension Must Change p. 179
Evolutionary Change in the I*Dimension p. 182
Revolutionary Change of the I*Dimension p. 184
The Benefits and Pitfalls of Evolutionary and Revolutionary Change of the I*Dimension p. 187
The Levers for Identity Change p. 188
Common Ingredients of Successful Identity Change p. 189
Endnotes p. 190
Epilogue p. 191
Index p. 195
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