essential-guide-to-qualitative-in-organizational-research

––––––––––––––––––––––––––––––––––––––––––––– PICTORIAL REPRESENTATION –––––––––– 131PICTURES IN ACTION ––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––Two ‘live’ case studies illustrate the use of pictorial representation in practice. These areuniversity business schools in the UK and Canada, but the personality metaphor is sufficientlyflexible and simple to use in any organizational setting. In fact, the author has applied it tofinancial services companies, call centres, tour operators, estate agents and many otherorganizations world-wide.The aim here was to generate organizational strategies for the schools by examining imagesof the organization held by stakeholders (Scott and Lane, 2000). A dynamic view was ensuredby an iterative process over three years, involving 76 face-to-face interviews with academicsand 18 focus groups of academics, secretarial staff, undergraduate students, MBAs (Master ofBusiness Administration students) and business people.The discourse indicates that the interviewer successfully adopted a pacifying role, easingcreative ‘blocks’ and calming apprehensions about drawing. To minimize anxiety andinterviewer effect, the researcher left the room while drawing took place, although recordingdevices remained running. Transcription of an MBA student focus group proved problematic,because of different national accents. Videotape was useful here, allowing individuals to beidentified and bodily movements examined.The image in Figure 11.1 was most popular across UK groups. This was because of theperceived facelessness of the school, resulting in feelings of anonymity among internalstakeholders. A business suit jacket and jeans represented role conflict between business andacademic demands and a perceptual gulf between old and young academics.The image in Figure 11.2 was the favourite in Canadian focus groups. It showed a lack ofstrategic direction resulting from a change in leader and inherent academic-business roleconflict through its clothing. Cautious optimism was embodied in a half-smile; but feet facingin opposite directions showed fragmentation and lack of interaction.In the full report, all images and a large number of verbatim quotes are presented to providerichness and enhance understanding. Rather than being placed in appendices, the drawingsare an integral part of the report. Editing is minimized to ensure readability, while theFigure 11.1Most popular pre-constructed personality image: UK school