Branding Atrocity: Narrating Dark Sides and Managing Organizational Image
研究了组织如何利用其未参与的暴行进行形象管理，通过美体小铺反贩卖运动和刚果妇女暴力运动两个案例，分析组织选择并定位外部暴行进行品牌化的差异，有助于理解组织形象工作和阴暗面。
Research on the dark side of organizations has usually focused on atrocities committed by organizations or specific persons within them. Less attention has been paid to how organizations can utilize atrocities they had no part in creating. In this article, the manner in which atrocities can be utilized, managed and narrated in corporate image-work is discussed through two empirical illustrations: The Body Shop’s campaign against trafficking, and a campaign by a social movement organization to curb violence towards women in Congo. The article argues that analyzing differences in how organizations choose and position external atrocities in their branding can benefit our understanding of both organizational image-work and the dark side of organization.