This case study examines an ‘embodied metaphor’ approach employed by a cellphone company we’re calling CellCo to explore the company’s organisational identity. The metaphorical representation of the company provided an important diagnostic element that guided the company on subsequent strategy formation.
Jacobs, C.D. (2018, May 1). CellCo: using metaphors to understand organizational identity [Video file]. In The Business & Management Collection, Henry Stewart Talks. Retrieved May 21, 2018, from https://hstalks.com/bm/3727/.