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Corporate culture & Image Building

Dr. Sarita R. KarangutkarAssistant ProfessorVMV Commerce, JMT Arts & JJP Science College, Nagpurraj7670@rediffmail.com

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CultureThe word "culture" is most commonly used in

three basic senses:

Excellence of taste in the fine arts and humanities, also known as high culture

An integrated pattern of human knowledge, belief, and behavior that depends upon the capacity for symbolic thought and social learning

The set of shared attitudes, values, goals, and practices that characterizes an institution, organization or group

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Definition

"the specific collection of values and norms that are shared by people and groups in an organization and that control the way they interact with each other and with stakeholders outside the organization.”

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Corporate culture is the total sum of the values, customs, traditions, and meanings that make a company unique.

"the character of an organization", since it embodies the vision of the company’s founders.

values of a corporate culture influence the ethical standards within a corporation, as well as managerial behavior.

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Organisational Culturepsychology,

attitudes,

experiences,

beliefs and values (personal and cultural values) of an organization

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MisconceptOrganizational culture and corporate culture

are often used interchangeably but it is a mistake to state that they are the same concept.

All corporations are also organizations but not all organizations are corporations.

Organizations include religious institutions, not-for-profit groups, and government agencies.

Corporations are organizations and are also legal entities.

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Corporate identity is often viewed as being composed of three partsCorporate design (logos, uniforms,

corporate colours etc.)

Corporate communication (advertising, public relations, information, etc.)

Corporate behavior (internal values, norms, etc.)

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Best PracticesDifferentiation

Relevance

Coherence

Esteem(Reputation)

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TypesTough-guy culture or macho culture.(quick

feedback and high rewards)

work hard/play hard. (strong customer service, multiple team meetings)

bet your company culture. (End result are not bothered for)

process culture. (bureaucracy)

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ElementsPeople and empowerment focused

Value creation through innovation and change

Attention to the basics

Hands-on management

Doing the right thing

Freedom to grow and to fail

Commitment and personal responsibility

Emphasis on the future

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Benefits Competitive edge derived from innovation

and customer service

Consistent, efficient employee performance

Team cohesiveness

High employee morale

Strong company alignment towards goal achievement

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major reasons attract high level talent

keep your top level talent

energy and momentum

view of work

more efficient and successful

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Analyze the organizational culture of a potential employer?

beyond the salary and benefits

fits with their personality("Casual Friday“)

social identity

Acceptance

unspoken guidelines

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ObstaclesUnique

identity,

communication problems,

human resources problems,

ego clashes,

inter-group conflicts,

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Cultural innovationsCreating a new culture: recognizing past

cultural differences and setting realistic expectations for change

Changing the culture: weakening and replacing the old cultures

Cultural maintenance includes:

Integrating the new culture: reconciling the differences between the old cultures and the new one

Embodying the new culture: Establishing, affirming, and keeping the new culture

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Why is Image Building Necessary?

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Image:Internal stakeholders

Management

Bureaucrats

Politicians

Venture Capitalists

User Publics

Suppliers

Industry Analysts

Consultants and Recommenders

General Public

Media

Local Neighbourhoods

M All Impressions

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Promotion ObjectivesBuild a favourable opinion about an

Institution by stressing its expertise, management capability, skills, technology and so on;and to offset negative attitudes

To sell the organization as a good employer

To shape the behaviour of staff, clients, and others for the benefit of the Institution

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StepsSelf Assessment

Research & Evaluation

Image Research

Statement of overall Objectives and Strategy

Development of the identification system

Implementation & Continuity

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Why Research?Sets the baseline for awareness and attitudes

It identifies areas of lack of understanding and misperception among audiences -- builds database

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O p t i o n sExisting image : Modified or modernised

withoutmajor change in name or symbol.Uniformity can be achieved and a sense of progress indicated

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A completely new image may becreated. Strong programme to establish it immediately.Simplify identity

(Short forms)

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M e d i aAnnual reportInfluential personsSpreading the word

Researchers as Mentors

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M e d i aAdvertisingAnniversary, New programmes,Awards,recognitionsPublications

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Open Houses and FeedbackComplaints are a form of feedback

Invited criticism leads to increased goodwill

Public organizations cannot afford to take a low profile

Tolerance increases once effort is known

But remember, good services are always taken for granted and seldom praised

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Advantages of a favourable ImageInnovative and dynamic

Helps treatment of emergency news

Growth oriented organization

Public is familiar with the Institution

Cares about public interest

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THANK YOU ALL