Case Analysis: Kangaroo Express

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Identification plays a major role in the establishment and maintenance of unified organizations. Aware of this fact, Kangaroo Express, a chain of convenience stores primarily located in southern and southeastern states in the United States, explicitly utilizes different terms, distributes personalized products, and identifies with one consistent logo, with the intent of unifying their employees and workplace relations. On the front page of their website, in just three sentences, the company asserts their values, for all visitors, including current and future employees, to read; the company also mentions their famous personalized “ROO Cup” and boldly includes their specialized logo for all to view. Employing George Cheney’s identification …show more content…

As Cheney explains, the “assumed ‘we’” strategy includes the use of the term ‘we’ in order to demonstrate common ground among all those affiliated with an organization; it is an attempt to make a joint effort towards attaining the goals of the company. This strategy is also used in order to make organizational members acquire and internalize company values and standards, helping employees see them as their own. I will explore and discuss the implications of Kangaroo Express’s use of the term “we,” as well as the term “our,” in the description and story of their …show more content…

First, the incorporation of the word “we” is a subtle attempt by those in high positions within the company, to make lower level employees view the company as one with themselves. It is an implicit way of conveying that what the company believes and upholds, should also be believed and upheld by all of its employees. Therefore, when the company states that they “are committed to providing fast, friendly service in convenient and clean locations,” they are not only describing themselves to potential customers, but they are also relaying to their employees that these are the core principles they should uphold on a daily basis. The term “we” assumes that all employees, at all levels, are seriously committed to their individual jobs, perform customer service duties quickly and in a pleasant manner, while also ensuring the convenience and cleanliness of their work

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