Organizational Culture as a Source of Competitive Advantage: a Case Study of Telecommunication Company in Poland
Journal Title: International Journal of Contemporary Management - Year 2014, Vol 13, Issue 3
Abstract
Background. The research on organizational culture has received significant attention recently. However, a limited number of studies examine the alignment of organizational culture with the strategic goals of the company and its impact on the effectiveness.. Research aims. The aim of this paper is to analyze the impact of organizational culture on the company competitiveness. The article describes a process of planned cultural changes conducted from November 2012 to February 2014, and its results in such areas, as innovation, efficiency, quality, the company identity and external image. Method. The theoretical framework is supported by a case study of one of the biggest telecommunication companies in Poland. The author`s observation is supported by informal interviews and company data analysis (Competing Values Framework, Employees commitment to change survey, Customer satisfaction survey, internal reports, etc.)Key findings. The case study shows that organizational culture aligned with a strategy is the inner strength of the organization, significantly improving its competitiveness. One of the most important element in the process of change is the correct diagnosis of the difference between the current and the desired cultural characteristics. In this case, the important cultural gaps covered such areas, as the company structure, procedures, internal and external communication.
Authors and Affiliations
Maryla Bogdanowicz
Keywords
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