Influences of the physical structure of an organization’s image

In chapter 8 of our text Organization Theory, Hatch defines three basic aspects of organizational physical structures: organizational geography, layout, and design/décor. Hatch goes on to describe the importance of physical structure in the formation of the individual, group, and organizational identity by using elements (dramatic architectural features, product design, company logos, corporate literature and uniforms) of its physical structure to provide cues and communicate messages that remind people not only how they should behave or where they are, but who they are as an organization. Therefore as an organization it must consider the meanings and interpretations associated with its physical structure.

A great example of an organization trying to change its image via its physical structure is the Ford Motor Company. The great grandson of Henry Ford, Bill Ford Jr. decided in 1999 to totally redesign the entire Rouge Complex, located in Dearborn, Michigan. Bill Ford’s intention was to “lay the groundwork to transform a 20th century industrial icon into a model 21st century sustainable manufacturing.”

Some of the design aspects of this new sustainable industrial complex include:
· 500, 000 sq. ft. living roof
· Use of natural plants throughout the grounds to rid soil contaminants
· Improve storm management through the use of swales and porous pavings
· Vertical landscaping-use of flowering vines and other plants to shade
and help cool
· Renewable energy sources such as solar and fuel cells
· Planting of thousands of trees and plants for the purpose of attracting
songbirds and creating habitats.

These new design concepts have been recognized the U.S. Green Building Council. They awarded the Ford Motor Company the Gold certification based on the Council’s Leadership in Environmental and Energy Design (LEED) Green Building Rating System.

Now that you have seen how an organization can change its image via its physical structure, in what ways could the library as an organization change its image via the redesign of its physical structure?

Cory C.

References:

Hatch, M. J. (1997). Organization theory: Modern, symbolic, and postmodern perspectives. New York: Oxford University Press.

Schneider, Kieth. (2002, December 27). A new green coat for an old grey factory: Ford invests in jobs, nature and quality of life. Great Lakes Bulletin News Service. Retrieved March 13, 2005, from http://www.mlui.org/growthmanagement/fullarticle.asp?fileid=16373.