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The purpose of this paper is to explore the discursive practices used when the agenda for a consultation process was negotiated in a contract meeting. The paper illustrates the role of sensitivity in meaning making practices, that is, how displays of sensitivity were intertwined with topic development.

The paper offers an in‐depth analysis of naturally occurring conversation in a meeting between a consultant and two client managers. The audio‐recorded data is analyzed by utilizing methodology introduced and developed in the traditions of Ethnomethodology and Conversation Analysis (CA).

The authors show how both the consultant and the clients displayed markers of sensitivity when introducing various meaning potentials relevant to the topics under discussion, and how they eventually ‘negotiated’ meanings through formulations and reformulations of the topics.

The findings suggest that indirect and complex discursive practices were functional in that they afforded the participants the possibility to exhibit prospectively threatening meaning potentials of the issues under discussion, while suspending a more thorough topic penetration. The study sheds light on the importance of the details at the early stages of a consulting relationship and the consultant's specific role at the beginning.

The paper illustrates real life practices in process consultation. This sort of data is seldom used in research.

We review and discuss theoretical approaches from both within and outside of institutional organization theory with regard to their specific insights on what we call “regionalized zones of meaning” – that is, clusters of social meaning that can be distinguished from one another, but at the same time interact and, in specific configurations, form distinct societies. We suggest that bringing meaning structures back into focus is important and may counter-balance the increasing preoccupation of institutional scholars with micro-foundations and the related emphasis on micro-level activities. We bring together central ideas from research on institutional logics with some foundational insights by Max Weber, Alfred Schütz, and German sociologists Rainer Lepsius and Karl-Siegbert Rehberg. In doing so, we also take a cautious look at “practices” by discussing their potential place and role in an institutional framework as well as by exploring generative conversations with proponents of practice theory. We wish to provide inspiration for institutional research interested in shared meaning structures, their relationships to one another, and how they translate into institutional orders.

This paper contends that the central question in understanding consumers' experiences is not what is said (lexical analysis) or why (ideological analysis), but how consumers relate these experiences. The purpose is to present a method called discourse analysis (DA) to examine consumers' narratives. This interdisciplinary perspective advantageously complements the lexical, content analytic or semiotic approaches traditionally used in marketing.

In order to show the potential of DA as a method to analyze qualitative data, the paper reports on a research concerning consumers' shopping experiences. Data used stemmed from in‐depth interviews that are analyzed through a critical DA informed by discursive psychology and foucauldian approaches.

DA allows marketers grasping the experiential value of shopping activities by depicting these experiences as ongoing constructions which meaning is constantly reinterpreted. DA also gives access to the various ways informants' manage their identity through narration. Hence, it challenges the simplistic dichotomy between consumers and producers and allows marketers to look at consumers as co‐producers of their lived experience. Given the scope of the study, the obtained results are situated and further researches should be conducted to critically analyze various types of discourses, produced by different actors. This paper shows the potential of DA in analyzing qualitative material. DA could be usefully employed to grasp the thoughts and feelings of the consumers. Rather than solely conducting lexical and/or semiotic analyses, marketers could use DA as a complementary investigation tool.

Through DA, this paper suggests new ways for seeking knowledge about the consumers and the market. To this end, it presents DA principles and shows that it is too often neglected by marketers trying to analyze consumers' narratives.

In this chapter we are exploring Appreciative Inquiry within organizations through the dialogic process in its relational aspect. The present discussion is composed of four parts: An exploration of the myriad meanings of dialogue and a description of a useful orienting platform, dialogue as “discursive coordination.” We then turn to the pivotal function of dialogue in the organizing process and the development of a vocabulary of discursive action with practical consequences for effective organizing. We next turn to the problematic potentials of dialogue. A contrast between generative and degenerative dialogue enables us to explore how certain forms of coordination ultimately lead to organizational growth or demise. Among our conclusions we propose that dialogue originates in public, is a form of joint-action, is embodied and contextually embedded, as well as historically and culturally situated. Dialogue may serve both positive and negative ends. Described are four aspects of dialogue – an emphasis on affirmation, productive difference, coherence, and temporal integration. Appreciative inquiry adds an enormously important element to the transformative potentials of dialogue. Other transformative practices and potentials are also described.

A study is made of the payoff matrix which is made up of grey interval number because of asymmetry information, player's finite knowledge and bounded rationality and all sorts of stochastic and non‐stochastic factors.

On the base of concept of equipollent, superior and inferior potential degree, the paper designs determinant rules of interval grey number potential relations, opens out player's decision‐making laws in the conditions of finite knowledge and logos. And it designs the grey game decision‐making rules which player choices maximum potential degree of grey game value (the most favorableness situation) under the cases of that there are all likely to be minimum potential degree of grey game value (the most disadvantage situation), which is a reliable way for both sides to accept.

The paper recognizes and defines overrated and underrated risk of potential optimal pure strategy in the grey game, designs arithmetic for determining player's overrated and underrated risk under the situation of potential optimal pure strategy.

The presents system meets the requirement of judging pure strategy solutions in the grey potential situation.

This paper builds up the system of judgment for grey potential.

The purpose of this paper is to investigate the dynamic process of brand meaning creation by multiple stakeholders during corporate rebranding in the digital environment.

By applying a symbolic interactionist perspective, the case study analyses a failed corporate rebranding of Gap. A variety of narratives by managers, consumers, designers, and marketing professionals were captured by collecting qualitative data on Facebook, Twitter, and professional forums on the internet.

The study demonstrates that the process of brand meaning creation is affected by the complexity of brand meaning negotiation within and between different stakeholder groups. The findings illustrate that the polarisation of brand meanings, in which both antagonistic and supportive forms co-exist, has a determinable impact on the outcome of corporate rebranding.

The study analyses one case of corporate rebranding failure with the focus being on the four key stakeholder groups. Future studies could examine multiple cases of successful and failed corporate rebranding, including a broader variety of internal and external stakeholders.

Marketing managers should engage multiple stakeholders proactively during the process of brand meaning creation. They are encouraged to learn from antagonistic incidents of brand meaning negotiation as well as to utilise opportunities arising during constructive episodes of brand meaning co-creation.

The study contributes to previous research by exploring how the process of brand meaning creation can trigger the collision of brand meanings, which lead to the failure of corporate rebranding.

The purpose of this paper is to explore the use of stories in a mental health environment. It includes an account of learning to read and recognise stories as a particular form of organizational narrative in the National Health Service (NHS).

The study involved a retrospective search for stories contained within ethnographic data collected from a mental health organization. A small number of stories were analysed in an attempt to discover how stories were used in one particular organizational setting.

The stories told by staff ranged from heroic action on behalf of a patient and in spite of the organization, to tragic stories of staff coming to harm. Stories told by patients concerned their experiences of meaningful relationships with the staff. Alongside this small collection of stories, two particular phenomena associated with storytelling are described; the first involves counter‐stories, which involved either discrediting accounts of patient as storytellers or offered different stories to suggest competing interpretations. The second involved collapsed story forms exchanged between staff as a means of convergent sense‐making.

The paper works with stories as a particular narrative form in one particular mental health setting. These stories have the potential to draw attention to aspects of organisational life such as fears about harming patients or coming to harm and possibilities for relationships between patients and staff. Two forms of exchange related to storytelling are detailed and are described as counter‐ and collapsed stories.

Brandfests are conceptualized as marketer-initiated events that facilitate consumers’ individual and social engagements with brands. After its inception in the late 1990s, the concept of brandfests was quickly folded into the concept of brand community, leaving conceptual and strategic opportunities untapped. The purpose of the paper is to suggest a broadened conceptualization of brandfests based on the play theory and the notion of ludic interagency.

This paper includes a longitudinal study and ethnographic method.

Unlike previously studied brandfests, this context entails a low-involvement product, a brand that is not the focal point for participants, a broad range of market-facing enactors, shifting roles and the realization of multiple meanings and values for multiple enactors. The findings demonstrate that brand meaning and value can be constituted through ludic engagement of a broad range of market-facing enactors through a ludic spectacle such as a brandfest. Moreover, the authors find that this can go on outside the established spatial and temporal frames normally considered by the marketing literature.

This has implications for theories of emplacement (servicescape) and brand meaning actualization in terms of where, when and whom is involved in brand meaning actualization.

The paper develops four strategic propositions which broaden the type of brandfests that allow managers to define a range of potential strategies for engaging consumers and other enactors in a broader range of brandfests.

The paper reconceptualizes a dormant concept in the marketing literature to develop strategic implications based on the play theory. It challenges the prevalent centrality of the brand and consumer brand involvement.

This study aims to explore consumer brand associations and values derived from a corporate brand and a celebrity brand endorser prior to their endorsement.

This study uses both hierarchical value mapping and brand concept mapping (BCM) to identify brand attributes that translate to personal meaning for consumers and then to identify whether these attributes are encompassed by a specific brand.

Results from brand concept maps and hierarchical value maps show consumers value accessibility and customer service in financial corporate brands. Consumers value expertise in celebrity brands and respect success in both corporate and celebrity brands. A central finding is the importance of brand authenticity. Corporate brand authenticity establishes a sense of security and assists in the development of brand relationships. Celebrity brand authenticity creates consumer attention and enhances celebrity trustworthiness aiding in the development of a consumer – celebrity brand relationship.

The findings have implications for corporate brands utilizing celebrity endorsers. In terms of strategic positioning, corporate brands need to center their marketing communications on desired brand associations at the core of both the corporate and celebrity brand that translate to personal meaning for consumers.

This study uses a combined theoretical and methodological approach, drawing on associative network theory and means-end chain theory, and BCM and hierarchical value mapping methods, respectively, to understand and uncover personal meaning or value derived from brand associations.

The purpose of this research is to explore how an industry is represented in multimodal public media narratives and to explore how this representation subsequently affects the formation of public sense-giving space during a persisting crisis, such as a pandemic. The question asked is: how do the use of multimodality by public service media dynamically shape representations of industry identity during a persisting crisis?

This study made use of a multimodal approach. The verbal and visual media text on the restaurant industry during the COVID-19 pandemic that were published in Finland by the public service media distributor Yle were studied. Data published between March 2020 and March 2022 were analysed. The data consisted of 236 verbal texts, including 263 visuals.

Three narratives were identified– victim, servant and survivor – that construct power relations and depict the identity of the restaurant industry differently. It was argued that multimodal media narratives hold three meaning making functions: sentimentalizing, juxtaposing and nuancing industry characteristics. It was also argued that multimodal public service media narratives have wider implications in possibly shaping the future attractiveness of the industry and organizational members' understanding of their identity.

This research contributes to sensemaking literature in that it explores the role of power – explicitly or implicitly constructed through media narratives during crisis. Furthermore, this research contributes to sensemaking literature in that it shows how narratives take shape multimodally during a continuous crisis, and how this impacts the construction of industry identity.