BMGT 364 - Organizational Culture and Structure Analysis Report

This report analyzes the organizational culture and structure of Zendesk, focusing on how the company's values contribute to its competitive advantage. The report begins with an introduction to management principles, emphasizing the importance of organizational culture in fostering trust and loyalty. It explores Zendesk's organizational culture profile, highlighting dimensions such as detail-oriented, innovative, and people-oriented approaches, and how these aspects influence employee coordination and communication. The report then examines how Zendesk leverages its corporate culture for rebranding and achieving a competitive edge. It concludes with a discussion of Zendesk's hierarchical organizational structure and its customer-oriented approach. The report references relevant management theories and provides insights into how Zendesk's practices enhance its efficiency and competitiveness.

Running head: MANAGEMENT
Management
Name of student
Name of University
Author note

1
MANAGEMENT
Table of Contents
Introduction..............................................................................................................................3
Organizational culture.............................................................................................................3
Competitive advantage............................................................................................................4
Organizational structure.........................................................................................................5
Conclusion.................................................................................................................................5
References.................................................................................................................................6

2
MANAGEMENT
Introduction
The introductory portion is designed to discuss about the information about the
management of human resources, as found from the Zendesk video provided in the
assignment. Organizational values are crucial for a company in terms of gaining trust, loyalty
and dependence on the clients and customers. Along with this, the values are an agent for
achieving higher competitive advantage. The use of external sources has been an effective
source for evaluating the various principles proposed by Way maker regarding the
management of human resources and how it can contribute to the efficiency of the
organisation. The report will also demonstrate about the organisational culture, its impact and
how it can contribute to the organisational excellence and allow the companies to attain
competitive advantage in business as well (Bruton, 2020).
Organizational culture
Values of both the company and employees are a vital aspect of organizational
success, as it reflects the diversification of the culture. In order to assess whether the
employee’s values align with the organization the organizational culture profile (OCP) of
Zendesk, seven dimensions of organizational culture has been proposed, which are: Detailed-
oriented, innovative, aggressive, outcome-oriented, stable, people-oriented, and team-
oriented (Youtube.com, 2020). Considering the video provided, it could be clearly
understood that the Zendesk’s people worked in coordination and even when people visit he
headquarters for working, they have been greeted well with politeness, which automatically
creates a positive mindset among he and willingness to work or the organization.
The organisation manages its organisational or corporate culture with the management
of values, beliefs as well as the principles and practices that have evolved over time and
allow the employees to see things and respond in an effective way based on the situations that

3
MANAGEMENT
the organisation might be experiencing (Youtube.com, 2020). The shared values and beliefs,
combine to form the corporate culture of the organisation, as statedin the video “The 2016
Zendesk Rebrand”, and this could also help the company to do the right thing the right way.
On the other hand, the organisational culture, being a shared perception, could also enable the
employees of the organisation perceive what the organisation currently follows and at the
same time, prioritize on the seven major dimensions of the organisational culture. In spite of
the operations in different nations also, all the employees from various places even worked
together with proper coordination and though in the team, here are some managers and some
subordinates, then also everyone has worked as a team without any superiority or inferiority.
The CEO has always managed to communicate with the employees frequently, which has
helped in good communication process and thereby, established positive vibes within the
workplace (Bruton & L, 2020).
The innovation and risk taking is one such dimension that has allowed the company
Zendesk to ensure that the employees are kept encouraged and motivated to deliver
innovative solutions while at the same time, undertake risks much more comprehensively.
Based on the video, the attention to detail is another dimension that allows the company to
pay attention to each and every details, furthermore, exhibit transition and precision at every
tasks performed by them. Another major dimension is the outcome orientation where the
managers emphasize on the results and ensures that the processes are properly utilised to
bring out the best outcomes in the end while on the other hand, the people has been oriented
as well for making management decisions as well as take into consideration various opinions
and ideas of the employees of the organisation to make them feel as valued assets of the
organisation (Bruton, 2020).
Moreover, it could not only raise their morale level, but would also facilitate their
behaviours, encourage and then keep them motivated as a whole. The organising of teams is

4
MANAGEMENT
critical and thus the team members should work in coordination and as an unit for
accomplishing tasks quickly. Considering the video provided, at Zendesk, everyone focused
on great services’ delivery and thus precision and attention to every details has been done
while redesigning the brand, which also helped the company to strengthen its relationships
with the employees properly (Youtube.com, 2020). The company has maintained competition
and thus made people aggressive and competitive rather than easy going, which also helped
them to grow constantly and also adapt to changes to maintain stability all throughout the
business functions and processes. Zendesk is ready to accept changes and thus they believed
things are in the way that have reasons and thus emphasized on whether every designers of
the company are happy with what has been done or not. Du to this, a healthy culture has been
built, which improved the company’s efficiency and ensured competitiveness within the
industry (Youtube.com, 2020).
Competitive advantage
Zendesk has used its corporate culture properly and ensure that the rebranding should
be done for the company so as to raise the attractiveness of the brand and improve its
functionality. The “Love You help desk” has been provided with various graphics, which
created freshness and ensured designing in such a manner that it can easily grab the attention
of the customers. The picture of laughing Buddha represent the new face of customer service,
which previously felt weird, but with time progressing, the company aimed at bringing
something new and design it in such a way that it could not be replicated or be similar to
others found in the internet (Bruton, 2020). The company members believed that
relationships come from relation shapes, which created new ideas and opinions that further
facilitated the redesigning of the brand, finally leading to the cloudy shaped Z. With the
rebranding of the brand and integration of culture within the workplace, the company could
aim to achieve competitive advantage with much ease and effectiveness (Bruton, 2020). The

5
MANAGEMENT
healthy culture and good communication people within the workplace of Zendesk has helped
in bringing people together, established diversity and facilitated the process and efficiency of
decision making too. Zendesk has hired interesting people and focused on making people’s
lives better by allowing them to enjoy freedom and at the same time, work together to attain
the organisational goals and objectives competitively (Youtube.com, 2020).
Organizational structure
The Zendesk’s organisational structure seemed to be hierarchical structure, where the
different departments work together to deliver the best solutions to the customers. With the
help of this structure, the company could enable the customer service department to get
organised into various team tiers and ensure management of complexities by segmenting the
tasks into smaller tasks and determine the focus areas as well. By dividing and conquering,
the tasks have been simplified, which also enabled the organisation to answer the issues quite
easily, furthermore dive deeper and gain into details, furthermore, acquire skills and expertise
to become successful in the future as well (Youtube.com, 2020). Therefore, it can be stated
that the organizational structure matrix of Zendesk is customer-oriented.

6
MANAGEMENT
The matrix for customer orientation helped in becoming customer oriented, which
also helped to fous on their needs and preferences, furthermore, ensured considering hem as
the most important stakeholders, whose needs re required to be met.
Conclusion
The report was prepared to discuss about the rebranding of Zen desk and the
management of a good corporate culture and corporate culture helped in the achievement of
organisational goals and objectives. Considering it as an integral aspect of human resource
management, it was clear from the assignment that the company followed the various
dimensions of corporate culture, as stated in the video and made sure to remain inclined with
the hierarchical organisational structure, which not only could help in successful rebranding,
but would also allow the company to keep its employees motivated and encouraged, thus,
raised their morale level to perform to their potential as a whole. Moreover, the management
of good organisational structure and corporate culture would also help in achieving the
objectives that should be aligned with the organisational values and beliefs, which would be
required to achieve competitive advantage and ensure that the rebranding tend to become
successful and noteworthy too.

7
MANAGEMENT
References
Bruton, J. & L. (2020). Principles of Management. Competitive Advantage. Retrieved 22nd
March 2020 from https://courses.lumenlearning.com/wmopen-
principlesofmanagement/chapter/organizational-culture/
Bruton, J. & L. (2020). Principles of Management. Key Dimensions of Organizational
Culture. Retrieved 22nd March 2020 fromhttps://courses.lumenlearning.com/wmopen-
principlesofmanagement/chapter/reading-key-dimensions-of-organizational-culture/
Youtube.com (2020). This is Zendesk. Retrieved 22nd March 2020 from
https://www.youtube.com/watch?v=l0uaSU6IVN4&feature=youtu.be.