Image, Reputation and Identity Issues in the Arts and Crafts Organization

Abstract

The literature on corporate reputation, image and identity tends to focus on the larger, for-profit organization. There is much discussion on how such an enterprise can use reputation management in order to construct and promote positive images about the organization. The majority of the literature views this as part of the longer term strategic management aims of the organization. There is little, if any, discussion of image, reputation, and identity issues in the smaller firm context, however, and even less with respect to nonprofit and minimal profit arts and crafts organizations. The paper presents an overview of the literature, before focusing on how smaller firms in general, and arts and crafts organizations in particular, are able to construct positive images and use their creative reputation to grow successfully in domestic and international markets. Recommendations for using informal mechanisms to promote a positive image and reputation are made and suggestions for future research given.