Image is everything: Reflections on the dominance of image in modern organizational life |
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| Institution: | 1. Management and Organization Department, Smeal College of Business, The Pennsylvania State University, 452 Business, University Park, PA 16802, United States;2. Department of Management, Daniels College of Business, University of Denver, United States;3. Department of Business Administration, Alfred Lerner College of Business and Economics, University of Delaware, United States;1. McCombs School of Business, The University of Texas at Austin, 2110 Speedway, Stop B6300, Austin, TX 78712, United States;2. Kellogg School of Management, Northwestern University, 2001 Sheridan Road, Evanston, IL 60208, United States;1. INSEAD, 1 Ayer Rajah Avenue, 138676, Singapore;2. Graduate School of Business, Stanford University, Stanford, CA 94305-5015, United States;1. Gazi University, Ankara, 06500, Turkey;2. Çankaya University, Ankara, 06810, Turkey;1. Management Division, Columbia University, United States;2. Department of Management and Organization, National University of Singapore, Singapore;3. Department of Organization and Personnel Management, Rotterdam School of Management, The Netherlands |
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| Abstract: | We develop the notion of image as a “covering concept,” one that subsumes several major ideas in organization study. We draw on a number of literatures, including social psychology, marketing/branding, political science and organization studies, to make the case that “image is everything.” We consider not only the pervasiveness of image, but also the power of image including its transformational potential for altering the character of even our most fundamental concepts in personal and organizational study, including identity. We articulate two major theses: (1) image harbors the power to transform substance into image, and more radically that (2) image can itself become substantive. We therefore articulate not only a substance → image transformation, but also an image → substance transformation. |
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