INTRODUCTION

Artifacts and Organization: More Than the Tip of the Cultural Iceberg

Anat RafaeliMichael G. Pratt

A billboard just outside Austin, Texas, bears the image of a silhouetted Coca-Cola bottle on its side with the caption: “Quick. Name a soft drink.” The image reveals the iconic nature of the soft drink that fills the famous contoured bottle. “Unmistakably Coca-Cola. Unmistakably American.”

If you stood before this billboard, how would you react? Would you notice the seductive contours of the bottle? Would you be able to link the silhouette of one of the only merchandizing packages to have its own patent (http://www2.coca-cola.com/ourcompany/historybottling.html) to its famous contents before seeing the name, “Coca-Cola”? Would you ...

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