Developing Corporate Culture within an Organisation

The provided report discusses how organisational culture can be used to achieve organisational objectives. It concludes the development of new communication strategies for stakeholders that address differences in belief, values, customs, and language. The report recommends ways to improve corporate climate in an organisation.

Developing Corporate
Culture In Organisation

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
Task 1.1 explain how models of organization culture can be used to achieve organizational
objectives................................................................................................................................1
Task 1.2 explain the difference between organisational and national culture........................2
Task 1.3 Analyse the corporate cultural profile in an organization.......................................4
Task 1.4 discuss the impact of an organisation’s corporate culture in achieving its objectives.
................................................................................................................................................4
Task 2.1 evaluate the existing climate of an organization......................................................5
Task 2.2 recommend ways to improve corporate climate in an organisation........................6
Task 2.3 Propose a framework of organisational values that meet the specific strategic and
operational needs of an organisation......................................................................................6
Task 3.1 identify internal and external stakeholders of an organization................................9
Task 3.2 evaluate the effectiveness of an organisation’s existing communication strategies9
TASK 3.3 Develop new communication strategies for stakeholders of an organisation that
address differences in belief, values, customs and language................................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Corporate culture refers to beliefs and behaviours that describe how employees in the
organisation and management communicate and handle outside business transactions. Generally,
Corporate Culture is implied and develops organically over time from the cumulative traits of the
people the company hires. A company's culture will be reflected in its dress code, business hours,
office setup, employee benefits, turnover, hiring decisions, treatment of clients, client satisfaction
and every other aspect of operations (Mason, OH: South-Western Cengage Learning, 2013).
Morrison will be chosen for assessment. Morrison is a company of United Kingdom which deals
in baby care, personal care and health care products. This present project will cover models of
organisation culture that can be used to achieve organisational objectives along with that it will
evaluate the existing climate of an organization. Further it will also discuss about internal and
external stakeholders of an organization.
Task 1.1 explain how models of organization culture can be used to achieve organizational
objectives.
Majorly there are four models of organization culture which helps the company in
achieving its objectives.
Power culture: Top management or directors of the company has the power to take
major big decisions related to the organization and this power culture which includes taking
decisions by few individuals is adopted by maximum companies because if decisions will be
taken by everyone in the company then everyone will give their own view and hence
organization will not be able to achieve its objectives. That's the reason all the decisions are
taken by higher authority and in this type of culture employees have no rights to share their
thoughts and suggestions with their superiors and has to follow what higher authority says. In
this type of organization managers can be partial to their employees because decision power lies
in the hand of higher authorities. (Yakovleva, 2017).
Role culture: In a company, all the employees are assigned some work and responsibility
after considering their education qualification and expertise so that the organisation can take best
out of them. In this type of system by company, employees decide on their own that what is the
best work they can do for the organisation and can work more in that field in which they have an
expertise. And they are required to take the responsibility and authority of the work which is
allotted to them.
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Task culture: Such culture is followed by those organizations which believe in team
working, like Morrison’s believe in this culture known as task culture where task are assigned to
a team who has common expertise and specialisation (Rauter, Jonker and Baumgartner, 2017).
This culture helps in achieving organisational objectives because working together as a team
gives a better output always and individual can share work and ask each other about the thing
they don't have any knowledge about. So adaptation of such culture by Morrison’s has helped
firm in achieving organisational objectives.
Person culture: In such culture individual does not have any attachment with the
company and employees just come to work for their own rather than for the organisation. Here in
this culture, firm is just a group of people who happen to be working for the same company.
Generally, person culture is adopted by CA or lawyer firms. But every employee should keep in
mind that work place and company come first and every other thing later. Hence, this type of
culture does not help in achieving organisational objectives because individual has more focus
on their growth rather than company's objectives and goals (Brown and Worthington, 2017).
Task 1.2 explain the difference between organisational and national culture.
Organisational culture It means expectation of a company, its philosophy and a system
of shared assumptions which helps in knowing that how one behave in the institution. Every
entity has their different culture which sets boundaries for the employee for their behaviour.
Corporate culture is mainly shown in:
The way a company treats its employees.
Decision power is given to employees or not.
Hierarchy of company through which information passes.
Commitment of employees towards the organisation helps in knowing its culture.
National culture: This culture grows with generations and set of customs and beliefs that lies
within people of a nation. All multinational companies practice for developing such management
that they can operate as per the national culture of the country. There are three models of national
culture:
 Single dimension model: This nation comes under this category which are classified on
the basis of one variable
 Multiple dimension model: Under these nations are classified on the basis of more than
one variable
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 Historical social model: Nations which have old history and it runs as per that only.
Difference between national culture and organisational culture:
Culture of organisation and nation are two different phenomena. Both have so many
differences in terms of their meaning because national culture has shared meanings whereas
corporate culture has some shared behaviours.
Relationship is something which is shared by individual with each other and people share
an unconditional relationship with each other when it comes to national culture whereas in a
company all the employees shares a bond on the basis of condition applied.
People of the nation adopts national culture from the day they are born but In a company,
they are not emotionally attached with the organisation that is the reason they are socialised into
it.
Here is the tabular representation of the above difference: -
Basis National culture Organizational culture
Meaning Set of customs and beliefs that
lies within people of a nation.
It is a philosophy and a system
of shared assumptions which
helps in knowing that how one
behave in the company
Overview A nation is not an
organizations
An organization is always a
nation.
Relationship Unconditional relationship is
shared by people
Conditional relationship is
shared by employees of the
entity.
Involvement People are Completely
involved
Partially involved
Task 1.3 Analyse the corporate cultural profile in an organization
The purpose of corporate cultural communication strategies in the organization is to
maintain and establish important and clear communications channels within the company and
outside it.
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It contributes in the internal operations of the business and ensures that the business
processes are efficient and effective. Through corporate communication organizations are able to
create ways to interact with employees in the organisations, e.g. managers, colleagues, etc., this
helps to keep the morale high at the workplace among staff because faculty don’t feel down as
there is proper communication available in the organization. For example, Morrison encourages
its employees to take part or contribute in social welfare programmes which are the corporate
social responsibility of the company. Morrison ensure that diversity is celebrated and recognised
in the workplace.
Ensure that its recruitment process is fair and equal for all the people whether they are
different in race and religious values.
Externally, corporate communication helps in maintaining the company image among its clients
and the public. Having proper corporate communication plan in place is important because it
represents the organization at professional level and helps to gain trust from the public and
business contacts.
Task 1.4 discuss the impact of an organisation’s corporate culture in achieving its objectives.
Core organizational values is mainly concerned with the vision as well as mission of the
establishment. The values basically cover all the values related to ethical, social, environmental
and business aspects for attaining the long term objectives. Some core values of Morrison are as
follows-
 To understand and meet the requirement of their customers through providing them
quality products.
 To act responsible towards the community through engaging in the Corporate social
responsibilities activities (Morinaga, Svinin and Yamamoto, 2014).
 To respect their workforce and staff as well as share required information and experience
with them.
 To offer greater quality products at the affordable prices so that customers can easily
purchase the required articles.
 To reduce the wastage of food globally.
 Promoting Fair Trade around the global is also part of Morrison corporate culture.
The above core values of organization mainly cover the ethical, social, business as well as
environmental aspect through which management of Morrison frame certain business objectives
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(Sakieh, Salmanmahiny and Galdavi, 2015). All the core organizational values are linked with
the current business objective of Morrison that assists them to sustain in the long run. The
objectives mainly include targeting new customers through providing them quality products in
line with corporate cultural values.
Task 2.1 evaluate the existing climate of an organization Innovation: Innovation at Morrison is encouraged by all employees. Innovation gives
Morrison employees to be feel more valued and understand that they are part of the
wonderful organization which recognizes ideas from its worker. This helps workers to
overcome changes, which helps employees to adapt easily to succeed in the continuously
evolving situation. Motivation: Motivation is part of Morrison DNA. Need is the source of energy which
helps to overcome challenges at the workplace, and employees to pursue goals and help
maintain commitment across all sections of the organization. Teamwork: To maintain proper environment in the company team work is really
important. It motivates employees and give employee satisfaction. It collaborates to
pursue goals and encourage energy among employees. Teamwork requires a sense of
shared purpose and belongings in the organization.
 Trust: In accordance with the above information provided, Trust is another factor that
boost the climate in the organization. When colleagues have trust in one another, they
have confidence, faith which encourages them and gives them willingness to minimise
the risk and facilitates success in the other environmental factors.
Task 2.2 recommend ways to improve corporate climate in an organisation
For attaining the formulated vision and mission statement of retail organization, manager
must focus on producing future management objectives that assists them to succeed in the long
run (Hrebiniak, 2013). The future management objectives for Morrison are as follows-
 Ensure employees understand who their customers, competitors are in the organisation as
this will boost their understanding of the organisation.
 Grow the company by reaching new markets through new channel partners and ensure
that employees are involved in developing company ambitions as part of motivation
 Develop company values and culture (Yao, Zhao and Meng, 2014).
 Hire the best people in the organisation
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 recognise and celebrate diversity in the organisation
 recognise culture and beliefs of employees
 Reward colleagues when they achieve success.
 Encourage innovation
The above produce future management objectives will support the Morrison to survive in the
competitive retail industry and further develop strong corporate culture within and outside the
organisation.
Task 2.3 Propose a framework of organisational values that meet the specific strategic and
operational needs of an organisation
To meet the strategies and operational needs of the company, Morrison should follow this
specific framework.
 Training to employees: Provide training to the employees in order to make them learn
about the work that will be assigned to them and let them know about the organisation
rules and regulation. On the job and off the job both the trainings are provided by the
company in which training are provided at the job site only in which the already trained
employee make new candidate to learn about the work (Ali, Frynas and Mahmood,
2017).
 Managing cash flow: cash flow is the lifeblood of the company. Every organisation is
required to manage its cash flow properly to know the inflow and outflow of the cash
through operational and financial activity. If entity has more inflow of cash than the
amount of money going outside than that is a positive outcome and if it has more outflow
than inflow of cash than that will lead to generation of negative results. Thus, entity
should focus on increasing its inflow of cash and that will help the company in meeting
its operational needs.
 Employee turnover: Company should make such strategies for workmen that it helps in
providing satisfaction to the employees and provide them a secured job because every
person needs security, that will reduce labour turnover in the organization and will
increase employee retention rate.
 Incorporating KPI to monitor business objective: key performance indicator are the
small objectives that are being used to achieve the objectives of the company. So
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organisation should follow such KPI in place so that it will define the success of the
business:
 Cost savings: company should ensure that cost are reduced by way of controlling those
expenditures which are not of much use. By reducing cost of the product of the
organization, price will also get reduced and that will help the company in achieving its
objectives and it will help in giving tough competition to their competitors.
 Improve company's bottom line: Improving the management system and working more
towards performance management will help the organisation in achieving large returns
and it will also improve the productivity.
 Language training to employees: An organization should train its new candidate by
giving special training to them on the language which is used by employees in the
company. so that internal communication gets stronger and if members of the company
communicates well then it will help in achieving goals and objectives of the entity.
Experts are required to be hired for the same who can give training and help the
employees in learning the corporate language. These will also help in meeting the
specific strategic and operational needs of an organisation (Elsmore, 2017).
 Market research: Every company should do research of its targeted market so that it
will help the organisation in knowing about the taste and preferences of the customers
and what things will make the entity better from its competitor, which will help in
meeting the specific strategic and operational needs of an organisation.
 Customer satisfaction: Every company should focus on the satisfaction of customer so
that organisational goals will be easily achieved if consumers are satisfied with the
product and services of the company. It will increase sales of the entity and the same will
result in increase of profits of the organisation and helps in growth of the company.
So this strategy of customer satisfaction will meet the operational needs of the organisation.
Task 3.1 identify internal and external stakeholders of an organization
Internal Stakeholders
Employees: It is necessary for Morrison to examine the needs of employees within the
workplace, they should be provided with better working conditions, adequate pay, heath and
security.
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Senior Management: Decision making and company direction is the key for the senior
management, Board Members of the organization.
External Stakeholders
Shareholders: The shareholders of Morrison expect their interests and profits in the form
of dividends (Winch, 2013). Thus, it is required to analyse their needs, so that they can
contribute significant portion to the growth of company.
Customers: Consumers always seek for value of the money they have spent on the
products and services of Morrison; thus it is required to cater high quality commodities so that
satisfaction level of customers can be increased.
Government: Morrison contributes to the government, provide tax charges to it so that
its business can smoothly operate and expanded in other developing countries (Yao, Zhao and
Meng, 2014).
Suppliers: Moreover, it is also necessary to make payment to suppliers on time and
complying with their terms and conditions. If there is good rapport between suppliers and
Morrison, then the firm will be able to get their support in the adverse situation.
Task 3.2 evaluate the effectiveness of an organisation’s existing communication strategies
Communication is one of the platforms in an organization. It is the process of
transmitting information, thoughts, opinions, ideas, thoughts, and plans across sectors of an
organization. From the point of view, communication is a two-way process that consists of
speaking, listening, reading and writing.
Effective communication in Morrison is essential as it provides direction and give high
motivation to employees. Effective communication helps to promote productivity, performance
improvement, profits and increased customer loyalty.
In organization, communication strategy is used as a management technique for
determining the most effective way of communicating in an organization. “It defines the process
of sharing information and for communicating on facts to target audiences and project benefits to
stakeholders”. In order to evaluate the effectiveness of existing communication strategies in the
organization, it essential for Morrison to analyse this with respect to its external and internal
stakeholders.
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TASK 3.3 Develop new communication strategies for stakeholders of an organisation that
address differences in belief, values, customs and language.
Every organisation believes in having an impressive communication with their
shareholders, employees and customers because an effective communication can touch the heart
of the people. An effective communication is always helps in connecting the staff and give job
satisfaction to the employees of the company. Strategy of communication of Morrison are such
that it helps employees to communicate even if they do not have same belief and language. As
employees of company are different from each other and to develop a good communication
between them, strategy is being planned by Morrison on the basis of following differences.
Belief: Every person has different faiths and they truly believe in such myths but those
who share different beliefs can make the obstacles in their communication level because
everyone feels that their belief is most superior then of others. Morrison’s also have the same
problem that its stakeholders i.e. employees, customers and shareholders share different beliefs
that is the reason company will plan such communication strategy for them that it will bring all
of them together. While preparing a strategy following point should be kept in mind:
Strategy should be flexible so that it can be easily adopted by all the members of the organisation
(Crane, 2017).
SWOT analysis stands for strengths, weakness, opportunities and threats. These all elements
should be kept in mind while preparing a strategy for the company.
Values: In an organisation everyone has a different value which brings communication
problem between the employees of the company, Morrison will plan a strategy for its employees
such that it will not hurt them that they do not share same value and organisation will focus on
improving their communication system because if internal communication will be good than
only a company can achieve its organisational objectives. For all this, identifying stakeholders
and their values is really important to improve overall communication system in the company.
Customs: Every person has their own custom which they follow and people expect that
everyone should respect their custom which they follow. Better working environment can be
maintained in an organisation if it values the customs of the people who are connected with the
company in some or the other way. So these things should be kept in mind while communicating
with anyone in organisation (Pedersen, Gwozdz and Hvass, 2018).
 Be an open minded person
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 Organisation should have knowledge about different culture and their background.
 Be an active listener while communicating with any person.
 Keep an eye on the non-verbal communications
 Personal emotional attachment should be maintained.
 Encoding and decoding of the message should be done properly by the sender and
receiver respectively.
Language: An organisation can train its employees by giving special training to them on
a single language which runs in the organisation so that internal communication gets stronger
and if members of the company communicates well then it will help in achieving goals and
objectives of the entity. Experts are required to be hired for the same who can give training and
help the employees in learning the corporate language. This step is taken by company because if
people have different language then it creates big problem for them and the company as well and
that leads to big loss for the company in achieving its objectives. That is the reason an
organisation forms new communication strategies for stakeholders.
CONCLUSION
From the above report it has been summarised that how models of organization
culture can be used to achieve organizational objectives. This assignment also concluded
development of new communication strategies for stakeholders of an organisation that
address differences in belief, values, customs and language. This report recommends the ways to
improve corporate climate in an organisation.
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REFERENCES
Books and journals
Ali, W., Frynas, J.G. and Mahmood, Z., 2017. Determinants of corporate social responsibility
(CSR) disclosure in developed and developing countries: a literature review. Corporate
Social Responsibility and Environmental Management, 24(4), pp.273-294.
Brown, H. and Worthington, R., 2017. Corporate culture: Reflections from 2016 and lessons
learnt. Governance Directions, 69(2), p.100.
Crane, A., 2017. Rhetoric and reality in the greening of organisational culture. In Greening the
Boardroom (pp. 129-144). Routledge.
Elsmore, P., 2017. Organisational Culture: Organisational Change?: Organisational Change?.
Routledge.
Mohamad, B. and et.al., 2018. Antecedents and consequences of corporate communication
management (CCM) An agenda for future research. The Bottom Line, 31(1), pp.56-75.
Pedersen, E.R.G., Gwozdz, W. and Hvass, K.K., 2018. Exploring the relationship between
business model innovation, corporate sustainability, and organisational values within the
fashion industry. Journal of Business Ethics, 149(2), pp.267-284.
Rauter, R., Jonker, J. and Baumgartner, R.J., 2017. Going one's own way: drivers in developing
business models for sustainability. Journal of Cleaner Production, 140, pp.144-154.
Yakovleva, N., 2017. Corporate social responsibility in the mining industries. Routledge.
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