Abstract:
An organization’s culture has a huge role to play in how it treats its customers and in its interaction with its external environment.
Dissecting the Definition:
Both Sears and Wal-Mart are large, national chains selling a large variety of goods, but somehow, these similar businesses have taken very different approaches to customer service. Why is this? It is tempting to speculate that because people have different personalities, the organizations in which they work have different personalities as well. When you consider that entire organizations often are so consistently different from each other, however, it becomes apparent that more is involved than simple differences in employee personalities. In fact, in many companies, the employees are constantly changing, but despite such shifts, the organizations themselves change very slowly – if at all.
In a sense, organizations have a stable existence of their own, and one that is quite apart from the unique composition of people of which they are composed at any given time. It is the organizational culture which accounts for this stability – the cognitive framework consisting of attitudes, values, behavioral norms, shared beliefs and expectations of the people in the organization. Once established, these beliefs, expectations and values tend to be relatively stable and strongly influence organizations and those working in them. Any company’s culture can be interpreted by observing symbols, stories (narratives based on true events that are repeated frequently and shared among organization employees), heroes, slogans (for example, Nike’s ‘Just Do It’) and ceremonies associated with the company (Baron & Greenberg, 2000).
The categories which comprise organizational culture include:
Symbols: A symbol is an object, event or act
which conveys meaning to others. Symbols associated
with corporate culture convey the organization’s
important values.
Stories: A story is a narrative based on true events that is repeated frequently and shared among organizational employees. Stories are told to new employees to keep the organization’s primary values alive.
Heroes: A hero is a figure who exemplifies the deeds, character and attributes of a strong culture. Heroes are role models for employees to follow.
Rituals and Ceremonies: Rituals are the necessary activities in the company while ceremonies are also activities but are conducted for the benefit of an audience. Meetings, memorandums, award ceremonies – all are a vital part of corporate culture.
Tips for Transformation:
Culture plays several different roles in organizations. Most obviously, an organization’s culture provides a sense of identity for the members. The more clearly an organization’s shared perceptions and values are defined, the more strongly people can associate themselves with the organization’s mission and can feel they are a vital part of it. Hence, managers should understand that a very distinct corporate culture is essential for a strong company.
Corporate culture is also responsible for generating commitment to the organization’s mission. It also clarifies and reinforces standards of behavior. This is essential for newcomers, but is also beneficial for seasoned veterans. Managers should ensure that it is part of the company’s culture to always try to do a little better than what is expected and ensure that its employees have the knowledge and resourcees needed to take care of its customers. The philosophy of taking care of poeple better must be incorporated in the organizational culture. Creative problem-solving techniques should be encouraged and leadership training should be carried out (Clift & Wood, 2004).
If the company’s culture is a socially responsible
one, this is also much better for the company
in the long run and has a positive environmental
impact. Ethics and values can go hand in hand
with sound business practice if there is the goal
of creating a more stable and healthy society.
Social responsibility is simply the obligation
of organization members to make decisions and
take actions that will enhance the welfare and
interests of society as well as the organization.
Some factors can very easily help analyze the
company’s cultural impact on ethics. For
example, what values do the company’s heroes
represent? What are some important organizational
rituals? How do these rituals encourage or discourage
ethical behavior? What are the ethical messages
sent to new entrants into the organization –
they obey authority at all costs, or is questioning
authority acceptable or desirable? Management
must answer these questions and must ensure that
social responsibility is met at all costs (Daft,
1997).
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