Aesthetic Style as a Postructural Business Ethic
The article begins with a brief history of aesthetic theory. Particular attention is given to the postructuralist ?aesthetic return?: the resurgence of interest in aesthetics as an ontological foundation for human beingin- the-world. The disordered individual-as-emergentartist- and-artifact, who is at the centre of this ?aesthetic return?, is then translated into the ?dis?-organization that is the firm. The firm is thus defined in terms of its primal sensory impact on the world. It invokes a myriad of aesthetic relations between its disorganized self and others: its essence resides within these relations; its power of being is determined by its ability to project a unified aesthetic ideal ? a ?mirror fantasy?. The firm thus emerges as a style: where style is defined as an organizing ? a sculpting ? of aesthetic chaos. In order to achieve a grand style, the firm projects itself through time as a unified aesthetic ideal; as an ongoing work of art. The article concludes with a discussion of how this aesthetic theory of the firm relates to other accepted theories of the nature and purpose of business organizations.
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