"there is growing evidence to suggest that people do not conceive of companies as lists of objective stakeholder responsibilities, mission statements or lists of values. It appears that they tend to make sense of them as if they were like other people. Hence, while they are increasingly concerned with a corporation’s efforts to be ethical in a deontic sense, people are at once happy to accept that different companies will, and should, have a ‘face’ that is unique. They do not expect a corporation, any more than an individual, to be able to be all things to all people, and do not seem to trust them when they attempt to.
For example, market research carried out into terrestrial television channels in the United Kingdom has revealed that people attributed particular characters and, correspondingly, different standards to each channel. Perhaps, this highlights a postmodern paradox, that in a poly-dimensional world it is better to have a particularly clear sense of one’s different ‘personality’ so that people can make well-informed choices as to who they want to connect or relate to, rather than attempting to represent all things or try to dutifully be all things to all people?"
Trechos retirados de "Images of Strategy" de Stephen Cummings e David Wilson.
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