Purpose The translation of corporate social responsibility (CSR) values in customer awareness and engagement with the CSR values with the corporate brand is a key challenge for UK retailers. This chapter examines the incorporation of CSR in the core brand discourse of Marks & Spencer (M&S),...

Purpose This chapter proposes using a dialectical approach infused with elements of dialogism to analyze polyphonic discourses of corporate social responsibility (CSR) in order to create more nuanced understandings of the contradictions, oppositions, tensions, and complexities that characterize...

Die Markenpraxis leidet unter Hyperwettbewerb, hohen Marketingkosten und geringen Wirkungsgraden. Inga Ellen Kastens und Peter G. C. Lux setzen mit dem „Aushandlungs-Paradigma“ den überfälligen Perspektivenwechsel im Markendenken um. Sie belegen, dass die Bedeutungen einer Marke nicht...

Takes an in-depth look at an emerging approach to the study of business leadership that focuses on language as a vehicle for communicating leadership. Traditionally, management theories have taken a psychological approach to leadership, often assuming that it is a personality trait located...

The relationship that Irish language organisations have with the state is closely associated with resource exchange and role expectations. The expressed value of Irish language organisations is 'Gaeilge a chur chun cinn' ('to put Irish to the forefront') and is similar to an objective of the...

This paper describes the role of rhetoric in legitimating profound institutional change. In 1997, a Big Five accounting firm purchased a law firm, triggering a jurisdictional struggle within accounting and law over a new organizational form, multidisciplinary partnerships. We analyze the...