Corporate Culture and Globalization : Ideology and Identity in a Global Fashion Retailer book cover
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Corporate Culture and Globalization
Ideology and Identity in a Global Fashion Retailer

By

Yi Zhu



  • Available for pre-order on February 17, 2023. Item will ship after March 10, 2023
ISBN 9781032304434
March 10, 2023 Forthcoming by Routledge
176 Pages 8 B/W Illustrations

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Book Description

This book offers an ethnographic analysis of how corporate culture has been transformed in the age of globalization and promotes the importance of a national ideology’s role in corporate culture studies.

Based on fifteen months of participant observation as a shop-floor salesperson, this book explores the gap between management-created corporate ideology and employees’ interpretations of and responses to this ideology. The book approaches the issue by examining the formation, dissemination, and interpretation of corporate ideology at a global Japanese fashion retailer in Hong Kong. It does so by charting the history of the company’s corporate policy: from centralized attempts at corporate employee management, through the creation of store manager "missionaries" intended to disseminate their ideology, to the ultimately unexpected outcomes as corporate ideology collided with its interpretations by store employees.

The interdisciplinary nature of this book will appeal to scholars and upper level students in the fields of management, marketing, anthropology, and cultural studies as well as those interested in globalization, cross-cultural management and retail management.

Table of Contents

1. Introduction  2. Formation of Corporate Ideology  3. Reframing Ichi Ideology in Hong Kong  4. Touring the Store’s Space and Sense of Place  5. Ichi Training and Identity Formation  6. Monitoring Ideology Dissemination  7. Promotional Activities and a Collective Presentation of the Self  8. Store Managers and their Kingdoms  9. Becoming a Real Global Company

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Author(s)

Biography

Yi Zhu is a cultural anthropologist based at Lancaster University, UK, specializing in the institutionalization and internalization of culture in the organization, particularly in relation to cultural change and identity negotiation. Her current projects focus on the role of politics in culture change, emotion and identity work in organization.