ABSTRACT
Organizations, as well as individuals, often take deliberate steps to create a positive impression, such as a company that makes a sports drink emphasizing how much it cares about the health and competitiveness of its customers. In this chapter we focus on how organizations engage in impression management. The topic is quite important because if an organization does not create a positive impression, it could be at a competitive disadvantage. Also, understanding how organizations engage in selfpresentation could help you manage your own image, such as working hard to develop a positive reputation.
