Corporate culture & Image Building

1. Corporate culture & Image Building Dr. Sarita R. Karangutkar Assistant Professor VMV Commerce, JMT Arts & JJP Science College, Nagpur raj7670@rediffmail.com

2. Culture • The 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

3. 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.”

4. 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.

5. Organisational Culture • psychology, • attitudes, • experiences, • beliefs and values (personal and cultural values) of an organization

6. Misconcept • Organizational 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.

7. Corporate identity is often viewed as being composed of three parts • Corporate design (logos, uniforms, corporate colours etc.) • Corporate communication (advertising, public relations, information, etc.) • Corporate behavior (internal values, norms, etc.)

8. Best Practices • Differentiation • Relevance • Coherence • Esteem(Reputation)

9. Types • Tough-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)

10. Elements • People 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

11. Benefits • Competitive edge derived from innovation and customer service • Consistent, efficient employee performance • Team cohesiveness • High employee morale • Strong company alignment towards goal achievement

12. major reasons • attract high level talent • keep your top level talent • energy and momentum • view of work • more efficient and successful

13. Analyze the organizational culture of a potential employer? • beyond the salary and benefits • fits with their personality("Casual Friday“) • social identity • Acceptance • unspoken guidelines

14. Obstacles • Unique • identity, • communication problems, • human resources problems, • ego clashes, • inter-group conflicts,

15. Cultural innovations • Creating 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

16. Why is Image Building Necessary?

28. Image: M All Impressions • Internal stakeholders • Management • Bureaucrats • Politicians • Venture Capitalists • User Publics • Suppliers • Industry Analysts • Consultants and Recommenders • General Public • Media • Local Neighbourhoods

29. Promotion Objectives • Build 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

30. Steps • Self Assessment • Research & Evaluation • Image Research • Statement of overall Objectives and Strategy • Development of the identification system • Implementation & Continuity

31. Why Research? • Sets the baseline for awareness and attitudes • It identifies areas of lack of understanding and misperception among audiences -- builds database

32. O p t i o n s Existing image : Modified or modernised without major change in name or symbol. Uniformity can be achieved and a sense of progress indicated

33. A completely new image may be created. Strong programme to establish it immediately. Simplify identity (Short forms)

34. M e d i a Researchers as Mentors Annual report Influential persons Spreading the word

35. M e d i a Advertising Anniversary, New programmes, Awards,recognitions Publications

36. Open Houses and Feedback • Complaints 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

37. Advantages of a favourable Image • Innovative and dynamic • Helps treatment of emergency news • Growth oriented organization • Public is familiar with the Institution • Cares about public interest

38. THANK YOU ALL