Corporate Image and the Establishment of Euro Disney: Mickey Mouse and the French Press      

Drawing upon publications in the French press, this article considers three interweaving themes that characterized the construction of the Euro Disney park. It then offers an analysis of the historical context for and the implications of the park's construction, using the literature of French cultural studies and cross-cultural studies for support. It concludes with a discussion of the possible consequences to the company of Disney's negative image in the French press.

Forman, Janis. Technical Communication Quarterly (1998). Articles>Rhetoric>Branding

The Genre System of the Harvard Case Method    

Focusing on the case write-up within the Harvard case method of instruction, this study provides historical and empirical evidence for the theory of genre systems. The Harvard case literature and interviews at a case-based business school in the Harvard tradition show that the purpose of this largely ignored written genre is to prepare students to participate in the primary genre, oral classroom discussion of the case. The case genre system provides highly conventionalized conductor-choreographer roles for instructors and blunt, detached consultant roles for student writers/speakers who repeatedly enact decisive, adversarial personae affirming practices and values of the business school.

Forman, Janis and Jone Rymer. Journal of Business and Technical Communication (1999). Articles>Education>Business Communication