Developing Corporate Culture

DEVELOPING
CORPORATE
CULTURE

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
Lo1 Understand how the characteristics of corporate culture affect the achievement of
organisational objectives..................................................................................................................3
1. the organisational models in respect of organisational culture which helps in achievement
of organisation's strategic goals. ............................................................................................3
2. An understanding about National culture and organisational culture. The difference
between national and organisational culture..........................................................................5
3. Analysing the cultural profile in the organisation. ............................................................6
4. the impact of organisation's corporate culture in achievement of its objectives................8
LO 2.................................................................................................................................................9
5) Evaluation of organizational values...................................................................................9
6) Suggestion for improving organizational climate............................................................10
7) Current organisational values and proposing its strategies to meet objective.................12
LO 3 Interpreting strategies to communicate with Stakeholders in Organisation.........................13
8) Internal and External stakeholders of the Organisation...................................................13
9) Examining the existing communication strategies of Sainsbury.....................................17
10) Developing new communication strategies for stakeholders.........................................18
CONCLUSION..............................................................................................................................20
REFERENCES..............................................................................................................................21

INTRODUCTION
Sainsbury is the second largest chain of supermarkets in the United kingdom. Sainsbury
with a shop in Dury Lane, London, the organisation become the largest retailer of groceries. It
incorporates as a private company, then it become the United Kingdom's largest retailer of
groceries. There each shop had the following departments: polutry and game, fresh meats, dairy,
bacon and harms. There vision is to be the most trusted retailer, where people love to work and
shop. They invest in their store, channels and colleagues to offer the best possible shopping
experience to their customers (Wahyuningsih and et.al., 2019). The mission of Sainsbury is
delivering products of outstanding quality and great service at a cost to the consumers. Their
supply chain operates from 13 regional distribution centres, with two national distribution
centres for slower moving goods and frozen food facilities. They aims to exceed consumer
expectation during their shopping experience by providing healthy safe fresh and food making
consumer's everyday life easier.
In this study explanation about the characteristics of corporate culture affect the
achievement of organisational objectives. Explaining Dens ion model and OCAI model which
helps in achievement of organisational strategic goals. An Understanding about national culture.
Analysing corporate profile. Explanation An evaluation of organisational values, ways to
improve corporate climate and organisational framework that meets the specific strategic and
operational needs. Identifying the internal and external stakeholders of organisation . An
evaluation over the effectiveness of organisation's existing communication strategies. Adoption
of new communication strategies for stakeholders that address the differences in stakeholder
communication requirements.
Lo1 Understand how the characteristics of corporate culture affect the
achievement of organisational objectives.
1. the organisational models in respect of organisational culture which helps in achievement of organisation's
strategic goals.
Organisational culture is refers the way in which members of an organisation relate their
work , relate to each other and compare with other organisations. This comparison either enable
or obstruct an organisation's strategy.

Dens ion culture model: this model is based on over two decades of research linking culture to
bottom line performance measures. These measures are growth, innovation, profitability, quality
and employee satisfaction (Ahmady, Nikooravesh and Mehrpour, 2016). This model involves
four essential traits of organisation:
Adaptability: Adaptability is responding and perceiving to the customers, environment and
adopting crucial behaviours and processes. It is located in the term of external focus and
flexibility. Three areas of adaptability are:
 Creating change: Sainsbury willing to try new approaches in doing things, they assuming
creating change as part for running a business.
 Consumer focused: Sainsbury's employees serve to the internal and external consumers
and looking for new and improved ways to meet customer expectation (Anitha, 2016).
 Organisational learning: Sainsbury gaining knowledge from successes and failures and
thoughtful about risk taking. This helps in achievement of objectives in best possible
way.
Involvement: It means aligning and engaging people, creating a sense of responsibility and
ownership. Because of this people of Sainsbury feels a commitment towards the organisation and
a sense of autonomy. Some constituents are:
 Empowerment: Sainsbury have defined areas where employees can take decisions and
where they can't . Employees can take decisions related to their work area only so they
are less empowered (Antonsen, 2017). They are not able to take managerial decisions.
 Team orientation: Employees of Sainsbury support each other in encouragement of
teamwork and achievement of goals. This create a coordination among employees and
improves their performance during the task.
Capability development: At regular time interval coaching, training provide to the employees
of Sainsbury. Which provide them new roles and responsibilities which helps in developing
new competencies.
OCAI model: The organisational cultural assessment instrument is a asymmetric tool developed
by Cameron and Quinn. Its main purpose is to help organisations in identifying their current and
preferred culture.
OCAI assessment:

In OCAI assessment a participant divides 100 points over a descriptions that correspond to the
four organisational culture types.
OCAI helps Sainsbury through following six dimension of organisational culture that determine
success. which are leadership style, the organisation bonding mechanisms, dominant
characteristics of the organisation, management of employees, criteria of success and strategic
emphasis (Apetrei, Kureshi and Horodnic, 2015).All this key dimension helps them in
Sainsbury's working more effective. By averaging all individual OCAI scores , Sainsbury can
calculate a collective organisation profile.
OCAI use for organisation:
The OCAI provides a starting point for becoming aware of current culture and finding what
required to change to evolve towards a preferred culture.
Using the OCAI method with its clear advantage for changing culture and diagnosing helps
Sainsbury focus on its measures with six key dimension which makes a difference in their
success. It helps in timely developing and assessing a change strategy accomplishment in a
reasonable period (Crane, 2017). By using this model Sainsbury able to manage team internally ,
no outside experts are needed. This model not only helps organisation people to recognise their
outcomes which measurement of their performances during the task.
2. An understanding about National culture and organisational culture. The difference
between national and organisational culture.
Organisational culture: This is the personality of the organisation. Culture constitutes of the
values, tangible signs, assumptions and values of organisation members and their behaviours.
Culture is one of the terms that is difficult to express distinctly, but everybody knows it when
they sense it. For example: the culture of large, for profit organisation is different from a
hospital.
Influence in Sainsbury:
 They includes widely communication goals of the organisation ,taking about
accomplishments, posting the mission statement and repeating what they want to see on
the workplace (Elsmore, 2017).
 Rewarding their employees whose behaviours is ethical and fulfil organisational norms.
This rewards motivates employees in achieving their objectives in better way.

National culture: Professor Hofstede defines culture as the collective programming of minds
which distinguishing the member of one category or group of people from others. The dimension
of cultural represent the independent preferences in respect of one state of affairs over another
(Elsmore, 2017). Which distinguish countries from each other.
Dimensions of national culture:
Individualism v/s collectivism: The high side dimension is individualism, defined as a
preference for a close end knit social framework that individual are expected to take care of
themselves and their family members. In comparison collectivism represent a preference for
framework in society in which individual person can expect their relatives of a particular in
group for looking after them in exchange for unquestioning loyalty.
Uncertainty Avoidance index: This dimension expresses the degree to which the
members of a society feel uncomfortable with ambiguity and uncertainty (Rohlfer and Zhang,
2016). The fundamental issue is society deals with the fact that the future never be known.
In comparison to both the cultures explaining that the : organisational(Sainsbary)
culture provides the directions or guide how organisation think and behave. It defines the five
elements of culture as rituals, symbols, values and thought process. But in Hofsted identified
four dimension that impact the culture individualism/ collectivism, uncertainty avoidance.
Sainsbury focus on the diversity of the employees in dealing with their customers while Hofsted
e describes the cultural values of people in different countries. The culture of employees working
in global business different from the national culture of one country.
Sainsbury accelerating change in communication, social sharing and social media.
Which changing the culture and the impact on both organisation and individuals. On the
other hand, national culture important in marketing for consumer behaviour and organisations
and uncertainty avoidance in Hofsted score high on uncertainty avoidance dimensions which
tend to risk avoidance other than this Sainsbury in this culture have more rules in place to ensure
that employees not deviate from the accepted standards (Wahyuningsih and et.al., 2019).
3. Analysing the cultural profile in the organisation.
Denis on Culture Model