Building and marketing an image in child welfare

Abstract

Purpose

To discuss one child welfare agency's efforts to construct an image and identity in the era of privatization that reflects its mission to holistically serve its constituents. The study documents the nature of organizational image and organizational identity, elements of change, and the particular nature of the structural and image changes that the agency has integrated.

Design/methodology/approach

This is a case study of CEDARS of Lincoln, NE, a child welfare agency and key participant in the changes in child welfare due to privatization of service delivery systems.

Findings

Privatization imposes certain challenges for child welfare providers that can be creatively addressed. Management can be encouraged to think outside the box when managing these challenges.

Originality/value

As a key participant, CEDARS is a model for other similar child welfare agencies that might be facing similar issues with privatization.

Citation

Langer, C.L., Anderson, D.K., Furman, R. and Blue, J.R. (2006), "Building and marketing an image in child welfare", Journal of Organizational Change Management, Vol. 19 No. 3, pp. 307-317. https://doi.org/10.1108/09534810610668328