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1、商务英语阅读,作者：李树红,责任编辑：张 琛 出版日期：2009年9月 IDPN：308-2009-159 课件章数：16,Unit 12 Corporate Culture,Background Information Key to exercises,Corporate Culture,Organization Culture Defined:,Set of key behaviors, beliefs and shared understandings that are shared by members of the organization. Defines basic organi
2、zational values and communicates to new members the correct way to think and act. Everyone participates in culture, but culture generally goes unnoticed. It is only when organizations attempt to implement new strategies or programs that go against cultural norms and values that they come face-to-fac
3、e with culture. Each firm has a distinct culture.,Corporate Culture,Levels and Purpose of Culture:,Culture exists at two levels:,At the surface are visible artifacts and observable behaviors dress, actions, symbols, stories, and ceremonies that are shared. Visible elements reflect deeper values such
4、 as underlying assumptions, beliefs, and thought processes or “true culture.”,Critical Functions:,Integrate members so they know how to relate to one another.,Members develop a collective identity and relationships to work together effectively. Culture guides day-to-day working relationships and com
5、munication.,Help the firm adapt to the external environment.,Corporate Culture,Interpreting Culture:,To interpret organizational culture requires making inferences based on observable artifacts. Typical observable artifacts are:,Rites and ceremonies Stories Symbols Language,Corporate Culture,Interpr
6、eting Culture:,Rites and ceremonies,- Elaborate planned events conducted for the benefit of an audience. - Used to reinforce specific values or create a bond among people. - Four types of rites and ceremonies:,Rites of passage,Facilitate transition of persons into social roles and statuses that are
7、new. At Citibank becoming an officer was seen as a critical step in a career. A special series of activities accompany this promotion (taking the officer to the officers dining room, buying drinks, parking spaces, new office etc.). Induction and basic training in the U.S. Army.,Corporate Culture,Int
8、erpreting Culture:,Rites and ceremonies,Rites of enhancement,Annual awards night. Enhances social identities and increase status of employees. Tupperware sales people hold a weekly rally at which sales people are recognized in reverse order of sales (This ceremony reinforces the goal of sales volume
9、 held by the company. Mary-Kay Cosmetics use of rewards for reaching specified sales targets (pink Cadillacs).,Corporate Culture,Interpreting Culture:,Rites and ceremonies,Rites of renewal,Refurbish social structures and improve organizational functioning. McDonalds annual nationwide contest to dete
10、rmine the best hamburger cooking team (encourages each store to re-evaluate the details of how they cook hamburgers). Communicates to all employees the McDonalds value of hamburger quality.,Rite of integration,In many firms the CEO comes down from his/her office to walk through every department, sha
11、king hands with employees (Herb Kelleher, Sam Walton). Serves as a ceremony to communicate concern for the organizational “family”,Corporate Culture,Interpreting Culture:,Stories,Narratives based on true events that are shared among organizational employees and told to new employees to inform them a
12、bout an organization. - Stories keep alive the primary values of the organization. - Commonly include company heroes or historic legends. - 3M and TI examples,3M involves the hero working on the project even when he/she was not supported by management and then bringing the successful product to 3M.,
13、TI involves an initial disaster that was averted by employees selflessly banding together to get TI back up and running.,Corporate Culture,Interpreting Culture:,Symbols,- Physical artifacts use to focus attention on a specific item. - Nordstrom example:,Uses an upside down organizational chart to sy
14、mbolize their support of lower-level employees. Nordstrom is known for customer service and the chart symbolizes that managers support the employees who provide service.,Language,Includes slogans and metaphors. 3M “at 3M the 11th commandment is never kill a new product idea.” Guaranteed eateries, In
15、c uses a slogan as the key value for employee action: “Your enjoyment guaranteed. Always.” the acronym YEGA is printed on menus, name tags etc,Corporate Culture,Culture Strength and Adaptation:,Strong cultures is typically associated with ceremonies, symbols, stories, heroes and slogans. These eleme
16、nts increase commitment to the values and strategy of the firm. Strong cultures do not ensure success unless the culture is adaptable. Strong cultures that are not adaptable can be more damaging than a weak culture (IBM). Adaptive vs. un-adaptive cultures:,Issue relates to core values and behaviors.,Adaptive,- Core values - managers are concerned about customers and employees, value people and processes that create useful change. - Common behavior - managers pay attention to constitu
