Studying the Role of Organization's Image
“To be an excellent leader, one must lead with values, engage and inspire others, communicate effectively, and drive to win”
Nelson Fabian.
Effective management is more then just a useful skill, this is a genuine art. Among the traditional qualities and roles of an effective leader, Stephen F. Stefano and Karol M. Wasylyshyn identified the three leadership essentials, which further have been allocated into the ‘ICE’ – model. These scholars preach integrity, courage, and empathy in the first place. Why would researchers be so preoccupied with these three distinct features? The reason is essentially rooted in the fact, that they realize how important image of an organization is for overall corporate well-being.
Image of an organization is essential in contemporary highly competitive market, where intangible assets such as employees, reputation, and managerial skills are being valued more then the physical assets a company owns on a balance sheet. Favorable image of an organization is also essential for its employees. Janet M. Dukerich and Jane E. Dutton established a positive correlation between corporate image and internal health: negative personnel outcome is most likely to occur in organizations with poor reputation. Negative press of external environmental indirectly hurts its’ employees and directly company’s revenues.
Going even further then this, members of an organization tend to identify themselves with the corporation they are employed with. ‘Organizational identification’ is a form of psychological attachment that is experienced by members of a company who “adopt the defining characteristics of the organization as defining characteristics for themselves.” One cannot expect organizational commitment and high productivity from employees, who have low self esteem and job satisfaction. Effective communication, stimulation of feedback, role model leadership that emphasizes integrity, courage, and empathy is the solution that establishes effective workplace relationships and at the same time creates positive organizational image.
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