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Being entrepreneurial requires social, economic, and environmental sustainability. Stories are the way by which we turn our natural desires into behaviors in the world. Only by fully grasping existing stories can an organization add to those stories. Institutional entrepreneurship consists of stories that swarm like bees between hives of the human condition: food, folk-physics, money, classification, sexuality, art, family, affiliations, coercion, folk-psychology, and environment. Here I explore the first, food, creating both a framework and justification for the exploration of the other 10. I first lay out a theoretical framework for storytelling in the institutional entrepreneurial storytelling. This lays out the triad of storytelling: antenarrative creation, narrative distinction, and living story cohesion. Out of this triad of storytelling nine modes of observation emerge: criticality (emotions, ethics, and logic), action (acting, target, and ignored), and Being (ontology, epistemology, real). The triad of storytelling interacts with the nine modes of observation to create 27 adept tropes which act as the species of bees surrounding the hives. These 27 form the basic foundation out of which nine distinct motivations emerge: unity, self-satisfaction, distinction, social-standing, personal-accomplishment, escape, peacefulness, anticipation, and self-reflection. Finally, this chapter concludes with the 15 narrative beats needed to birth a new narrative into a particular hive. By understanding the hives in terms of their distinct motivations, adept tropes, modes of observation, and storytelling, and then applying that knowledge to develop the 15 narrative beats for the hives of food.

Whenever the news media feature brand-related moral struggles over issues such as ethicality, fairness, or sustainability, brands often find themselves in the position of the culprit. However, brands may also take the opposite position, that of a moral entrepreneur who proactively raises and addresses moral issues that matter to society. In this chapter, the authors present a case study of the Austrian shoe manufacturer Waldviertler, which staged a protest campaign against Austria’s financial market authorities in the wake of the authorities demanding that the company closes its alternative (and illegal) consumer investment model after 10 years of operation. In response to this demand, the company organized protest marches, online petitions, and press conferences to reclaim the moral high ground for its financing model as a way out of the crunch following the global credit crisis and as a way to fight unfair administrative burdens. The authors present an interpretive analysis of brand communication material and media coverage that reveals how this brand used protest rhetoric on three levels – logos, ethos, and pathos – to reverse moral standards, to embody a rebel ethos, and to cultivate moral indignation. The authors also show how the media responded to protest rhetoric both with thematic coverage of context, trends, and general evidence, and with episodic coverage focusing on dramatic actions and the company owner’s charisma. The authors close with a discussion of how protestainment, the stylization of a leader figure, and marketplace sentiments can ensure sustained media coverage of moral struggles.

This study illuminates how organizational actors use images in their struggle to define a contested industry. By leveraging social semiotics and visual rhetoric, we examine how multimodal texts (combining words and images) are used to label and reframe an industry using technical, environmental, human-rights, and preservation-of-life criteria. Building on theories of legitimation, we find that for this industry, contesting attempts at legitimacy work are escalated along a moral hierarchy. We offer an approach for examining how actors draw from broader meaning systems, use visual rhetoric in multimodal texts, and employ dual processes of legitimation and de-legitimation.

This chapter addresses how Black, Asian Minority Ethnic (BAME) Chief Executive Officers (CEOs) of Multi-academy Trusts (MATs) with track records of outstanding school improvement navigate turbulence when leading school improvement to optimise students’ learning. There are different ideas of what it means to have equitable access and equitable outcomes in education systems, and beyond, and how to live a good life on the journey to both. These different ideas and values’ systems have different intersectionalities of recognition by ‘the other’ in societies. Crenshaw argues, once these intersectionalities of discrimination have been identified, it will be possible to understand what Dewey calls their intrinsic nature and to seek ways to reconnect the isolated, and marginalised that are subjects of discrimination. The BAME CEOs articulate the current Public Governance of Education Systems that induces fear of forced takeovers and job insecurity creates a kind of divide and conquer approach of colonialism and intersectionalities of discrimination. The chapter identifies BAME CEOs want to create cultures where they can make a commitment to take the time to know the self, in relationship with the other, and build bridges between different groups in society for equity, renewal, trust, and peace in our time. The BAME CEOs wishing to empower others to engage in this moral training for democracy in education need to have and share the thinking tools to prevent community members from being manipulated by people who wish to rush them into new ways of thinking and doing. Change requires giving mature citizens the time and space to think things through by: asking good questions, critiquing the evidence underpinning the change, inquiring into the logic of the change and holding the moral compass of the change to check the direction steers a sure and steady ethical course with what Adler calls the primary virtues of social justice, prudently and with courage.

This chapter presents a comparative analysis of the English, Northern Irish, Arab Israeli, Trinidad and Tobago and the US cases. The focus is what we have learned from the research about: the relationships within Education Governance Systems to navigate turbulence; building capacity for empowering senior-level leaders to deliver on their manifestos and outstanding track records for school improvement; reducing the achievement gap between dominant groups and marginalised groups in International Governance Systems. The chapter identifies that all cases require participatory multi-stakeholder action to develop and support collaborative networked learning communities in practice. Such communities of and for practice need to Empower Young Societal Innovators for Equity and Renewal (EYSIER). Policy and Education Governance Systems have the potential to synthesise the best of what has been said and done in the past, with innovative ways of working by empowering networks of knowledge building and advocacy. These networks co-create opportunities for action learners to work together to describe intersectionalities of discrimination and begin to remove fear of discrimination and marginalisation from Education Governance Systems. From this position, senior-level leaders can work with their leaders, teachers, parents and students to optimise how learning about the self, and learning how to learn improves community education for all students and EYSIER.

Purpose – Using Whitehead's notion of prehension in a critical reappraisal of phenomenology, a different kind of understanding of subjectification and objectification is being proposed in which subjectification is that which enables action as a multiplicity or virtuality, and objectification enables actuality.

Approach – A critical engagement with literature on objects, including Gabriel de Tarde, Alfred North Whitehead, Martin Heidegger and Graham Harman, is used to develop an original conception of objectification and subjectification. This is applied to debates about objectification in pornography.

Findings – This approach enables us to better understand the theoretical underpinnings of empirical philosophies such as Actor Network Theory in support of the argument that objects are capable of action. While subjectification is folded within the process of prehension as the opening of the virtual, it is logically possible to argue that objects are a matter of concern for ethics. This also means that in terms of the pornography debate, the pornographic object as such can be held accountable. We do not have to accept the instrumentalist argument that ‘what you do with it defines its ethics’.

Originality/value – The argument that objects are capable of action has thus far not been pursued in relation to questions of ethics as opposed to politics.

For organizational leaders, managing strategic change is a primary management activity (By, 2005). Reflecting its significance as a management function, there is now a substantial body of literature and many dynamic models and “recipes” advising managers how to lead and implement strategic change. These models present an ordered macro approach to what, in reality, is a highly complex, recursive, and messy process. In this chapter we eschew these neatly packaged change management processes and explore the micro level arguments of leaders as they grapple with the uncertainty of strategic change and seek to give primacy to their sense of the change and related issues. Based on the findings of our extensive micro level study, we present a theoretical model which explains the mechanisms that underpin this important activity.

Mediated trauma pumped through information and communication technologies (ICTs), in highlighting the shared vulnerabilities and precarity of human lives, is also invested in the re-distribution and re-articulation of wounding and violence. This chapter examines what is transacted in the dissemination of human trauma through ICTs and how, within this affective architecture, we can come to understand the notions of wounding and woundedness as a pervasive condition of modernity invoking the human figure as continuously transgressed with the enlargement of trauma as a site of the political, visceral and commemorative whilst raising questions over our human qualities to feel as a community of affect through technologies which transmute trauma as part of their material commodification. The transmuting of trauma through technologies in the digital age means that trauma is re-absorbed as data and altered through its platform economics. Equally, trauma can be refracted through the digital terrain as banal content in which the wounded human becomes a transacted form within an incongruous spectrum ranging from the politics of pity to voyeurism. In the digital economy, trauma imagery enters another realm of disorientation in which it is pulled into typologies and vast ahistorical image repertories that hold non-contextual image as data. The digital economy re-modulates trauma through its own modes of (il)logic and turbulence, patterning trauma through its own modes of violence.