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There are some organisations whose personality and style emerge not so much through what they make (product) or where they live (environment) or through the images they use to promote themselves (communication) as through the way in which they behave. These are, for the most part, service organi­ sations like police forces, health authorities, airlines and so on. A common characteristic of such organi­ sations is that it is the most junior staff who have the most contact with the outside world and are therefore largely responsible for establishing how the organisation as a whole is perceived.