FENG SHUI AND ITS ROLE IN CORPORATE IMAGE AND REPUTATION: A REVIEW FROM BUSINESS AND CULTURAL PERSPECTIVES

This study reviews and conceptualizes feng shui as a method for inspecting and maintaining harmonious chi, which is defined as matter energy, vital force, or material force. Chinese people believe that fortune and health follow when positive chi is gathered, making feng shui important for enabling a firm to achieve strong, good chi. This study distinguishes feng shui from approaches relating to corporate image and reputation. Additionally this study develops a practical operational model that enhances understanding of the effects of the dynamic process of corporate communication about feng shui. This study,further discusses the embodiment of cultural belief's in business activities via feng shui, as well as their strategic roles in corporate communication. It concludes that concepts such as (1) achieving harmony between humans and nature, (2) seeking auspiciousness and avoiding inauspiciousness, and (3) considering one's interests simultaneously with those of others must work together to achieve the benefits of feng, shui communication. This article provides' both references for implementing feng shui in developing corporate image and reputation and suggestions for Western firms about applying, feng shut principles in Chinese communities.