BRANDING OF JIHADI TERROR. AN ORGANIZATIONAL THEORY UNDERSTANDING OF JIHADI TERRORISM
BRANDING OF JIHADI TERROR. AN ORGANIZATIONAL THEORY UNDERSTANDING OF JIHADI TERRORISM

Summary/Abstract: Since 2001, jihadism as a socio-political movement of waging jihadi violence has beenprominent in international relations and security. The dominant discourse has been thatjihadism is a religious phenomenon, in which violence is drawn from 19th and 20th centuryWahabist and Salafst movements. This research argues that jihadism has been infuencedby imperialism and for over two centuries has shaped itself as an organized phenomenon.Jihadism continues to evolve as an organized and branded phenomenon incorporatingreligious, political, economic and social goals to facilitate violence. The absence ofengagement strategies with local communities to reduce radicalisation has – in part – causeda failure to address jihadist violence. This research suggests that social entrepreneurshipis an underexplored engagement route, which encourages locals to own social issues likeradicalization. This research utilises management science insights, particularly brandmanagement, communication-based organizations, and social entrepreneurship, applyingthem to the evolving challenges presented by so-called jihadist groups.

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