Affiliation:
1. 1 University of Social Sciences , Poland
2. 2 Jagiellonian University , Poland
Abstract
Abstract
Our purpose in this article is to explore the phenomenon of scientist’s personal brand (SPB) to better understand the relationship between organizational culture, institutional identity, and a scientist’s (self-) image. In doing so, we used Hatch and Schultz’s model of the dynamic of organizational identity which links culture and image via four processes: 1) mirroring – where identity is mirrored in the image of others; 2) reflecting – where identity is embedded in cultural understanding; 3) expressing – where culture makes itself known through identity claims; and 4) impressing – where expressions of identity leave impressions on others. Qualitative research methods, based on individual In-depth interviews (IDI) with eleven scientists who represented public and private institutions in Poland, allowed the authors to examine and develop the concept of SPB within the context of an organizational identity approach. We found from the IDI four recurring themes: the idea that SPB reflects cultural understanding, mirrors images of others’ expressions of identity, leaves impressions on others, and is constructed through scientists’ reflexive practices.
Reference36 articles.
1. Adamski, A. (2016). Scientist – celebrity or expert? New media as a toll for building a scientist’s brand. International Scientist Conference on Marketing Identity: Marketing Identity, 4(2/1), 398–409.
2. Boje, D. (1991). The storytelling organization: A study of story performance in an office-supply firm. Administrative Science Quarterly, 36(1), 106–126. DOI: 10.2307/2393432.
3. Boje, D. M., & Sanchez, M. (2018). The Emerald Handbook of Quantum Storytelling Consulting. Bingley: Emerald Limited. DOI: 10.1108/9781786356710.
4. Bolino, M., Long, D., & Turnley, W. (2016). Impression management in organizations: Critical questions, answers, and areas for future research. Annual Review of Organizational Psychology and Organizational Behavior, 3(1), 377–406. DOI: 10.1146/annurev-orgpsych-041015-062337.
5. De Groot, K. (2012). Image management. Onomatopee 85, Jan van Eyck Academie.