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Brands at Work: The Search for Meaning in Mundane Work

机译:工作中的品牌:在平凡的工作中寻找意义

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摘要

Brand scholarship traditionally resides within the marketing literature and focuses on organizations' external relationships with customers. However, increasing critical attention in organization studies has focused on the brand in order to understand its impact on the internal dynamics of employment relations in contemporary organizations. Drawing on an ethnography of frontline service work in an IT consultancy call centre, we explore the brand as an internal organizational resource sustaining the process of employee meaning-making activities. Documenting the 'work of the brand', we outline what the brand offers both employees and employers and, in doing so, we theorize the brand at work as a connecting mechanism between processes of identity formation/re-formation and regulation. While employees are encouraged to internalize particular brand meanings (in this case prestige, success and quality), we found that they often willingly buy into these intended brand meanings as a palliative to 'cope' with mundane work. In this way brand meanings are central to producing a self-disciplining form of employee subjectivity.
机译:传统上,品牌奖学金驻留在营销文献中,并且侧重于组织与客户的外部关系。但是,在组织研究中,越来越多的注意力集中在品牌上,以了解它对当代组织中雇佣关系内部动态的影响。借助IT咨询呼叫中心的前线服务工作的人种志,我们将品牌作为内部组织资源进行探索,以维持员工进行有意义的活动的过程。在记录“品牌工作”的过程中,我们概述了品牌为雇员和雇主提供的东西,并在此过程中将品牌在工作中进行理论化,作为身份形成/重构和规制过程之间的连接机制。在鼓励员工内化特定的品牌含义(在这种情况下,是声望,成功和质量)的同时,我们发现他们经常愿意购买这些预期的品牌含义,以缓和“应付”平凡的工作。通过这种方式,品牌含义对于产生自律形式的员工主观性至关重要。

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