Understanding Organizational Efficiency and Branding in Public Schools in the United States
This paper challenges school leaders in America to abandon the tradition of organizational branding through efficiency, designed to satisfy historical expectations and the political demands of the public accountability movement.
||Organizational Branding, Educational Reform, Public Accountability, Organizational Efficiency
International Journal of Knowledge, Culture and Change Management, Volume 6, Issue 1, pp.79-86.
Article: Print (Spiral Bound).
Article: Electronic (PDF File; 1.901MB).
Dr. Flumerfelt is is an Assistant Professor in Educational Leadership at Oakland University. Formerly, she served as an administrator and teacher in the secondary public schools in America and was active in educational restructuring. She started a new high school founded on the reform principles of the Coalition of Essential Schools. Currently, she teaches graduate leadership courses to school administrators and pre-service administrators and coordinates an online graduate leadership program. Her scholarly interests include process thinking for organizations and leadership development. She is the editor of the E-Journal of Organizational Learning and Leadership and writes monthly editorials on related topics for the weLead in Learning online magazine.
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