Attitudes Experiences Beliefs And Values Of An Organization Commerce Essay


Organizational Culture is the attitudes, experiences, beliefs and values of an organisation. It has been defined as “ the specific aggregation of values and norms that are shared by people and groups in an organisation and that control the manner they interact with each other and with stakeholders outside the organisation [ 1 ] . Organizational values are beliefs and thoughts about what sorts of ends members of an organisation should prosecute and ideas about the appropriate sorts or criterions of behavior organisational members should utilize to accomplish these ends. Organizational values develop organisational norms, guidelines or outlooks that prescribe appropriate sorts of behaviour by employees in peculiar state of affairss and command the behaviour of organisational members towards one another. In the altering paradigm of the new economic system, organisational civilization that supports and supports creativeness and invention is critical for success.

Success is linked to changeless invention. In the new paradigm, most additive procedures are easy automated or outsourced [ 2 ] . Companies can accomplish the existent competitory advantage through their ability to get the hang nonlinear accomplishments such as the alone design of goods and services, every bit good as the originative blending of additive procedures.

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The civilization of the organisation can be tiered into 3 degrees based on their visibleness and how closely they are adhered to in the organisation. The first degree is Artifacts and Behaviors. Artifacts and behaviour are the most seeable constituents of organisational civilization. They include the physical layout of the workplace and discernible behaviour of its employees. The following degree is Values. Valuess are less seeable than behaviour but they can be seen as they influence discernible behaviour of the persons working in the organisation. But the top grade of organisational civilization may be seen at the degree of Assumptions and Beliefs. They can non be really seen, but they are so good ingrained in the employees that they come out rather of course because that is the manner the organisation thinks.

These are the strongest held constituents of civilization as they are non influenced, but are evolved and affect behaviors and values of employees of an organisation. Thus these 3 constituents make up the personality of the organisation – the organisational civilization. An organisational civilization is the result of both the direction ‘s initial beliefs and employees ‘ acceptance of those beliefs.

What Is Organizational Culture?

1. Organizational culture- ” a system of shared significance held by members that distinguishes the organisation from other organisations. ”

2. This system of shared significance is a set of cardinal features that the organisation values. The research suggests seven primary features:

Invention and hazard pickings

Attention to detail

Outcome orientation

Peoples orientation

Team orientation



3. Each exists on a continuum from low to high. Measuring the organisation on these gives a composite image of the organisation ‘s civilization. This is the footing for:

Shared apprehension that members have.

How things are done.

The manner members are supposed to act.

Key Characteristics of Organization Culture

Invention and Hazard Pickings: The grade to which employees are encouraged to be advanced and take hazards.

Attention to Detail: The grade to which employees are expected exhibit preciseness, analysis and attending to item.

Outcome Orientation: The grade to which direction focuses on consequences or outcomes instead than on the techniques and procedures used to accomplish those results.

Peoples Orientation: The grade to which direction determinations take into consideration the consequence of results on people within the organisation.

Team Orientation: The grade to which work activities are organized around squads instead than persons.

Aggressiveness: The grade to which people are aggressive and competitory instead easy traveling

Stability: The grade to which organisational activities emphasize keeping the position quo in contrast to growing.

Recently, Business Week and Boston Consulting conducted a survey of The World ‘s Top 50 Most Advanced Companies [ 3 ] . Some of the most successful houses in the universe, such as Apple, Google, Toyota Motor, General Electric, top the list. 3M, the taking representation of advanced companies for its innovation of the Post-it Note by Art Fry, besides came in seventh in the list. Besides engineering houses, prima houses in other industry such as Procter & A ; Gamble ( family merchandises ) , Walt Disney Co. ( media ) , Starbucks ( eating houses ) , and Wal-Mart ( nutrient and basics retailing ) , besides achieved top ranks in the list. Exhibit 1 in Appendix A shows the complete chart of the Top 50 Companies.

There is a strong correlativity of invention in the organisational civilization and success in these houses. This paper investigates on two instances of organisational civilization of invention, Google and 3M, to understand how invention and creativeness are used as a strategic tool to accomplish success. While the accent is on constructing a originative organisational civilization, this paper besides briefly discusses on the issues to be cognizant of when prosecuting invention in the company, such common errors in invention and Amara ‘s Law.

Google Inc.

From a little cyberspace hunt start-up by two Stanford University alumnus pupils ( Sergey Brin and Larry Page ) to a company of 4,200 with gross hitting about $ 3.7 billion, Google ‘s projectile to success has been built on its ability to tackle wild thoughts for concern inventions. Marissa Mayer ‘s, the Vice President of Search Product and User Experience, function in bridging the PhDs and the MBAs of Google, helped the house to stay competitory against rivals in the hunt sphere, such as Microsoft, Yahoo and Technocrati.

Hatching New Ideas

Marissa Mayer described the 5 ways in which Google generates new thoughts [ 4 ] :

Free Thinking Time – Google gives all applied scientists one twenty-four hours a hebdomad to develop their favored undertakings. Such free yearss can be accumulated if work gets in the manner. Pet undertakings do non hold to be aligned with Google ‘s cardinal mission. Google News was produced in this procedure.

The Idea as List – An thought list is available company-wide for the inputting and vetting of ideas on engineering and concern thoughts.

Open Office Hours – Directors open their office for treatments with staffs two to three times a hebdomad. The Google personalized home page was produced in this procedure.

Large Brain Storms – Brainstorming Sessionss dwelling of about 100 applied scientists are conducted eight times annually. In these Sessionss, six constructs are pitched and discussed for 10 proceedingss each. The end is to construct an initial thought with at least one complimentary thought per minute.

Idea Acquisition – Companies with interesting enterprises are acquired by Google. The company Keyhole that it bought in 2004 allowed Google to offer maps with satellite imagination in Google Earth.

Invention Drivers

From these 5 ways to bring forth new thoughts, Innoblog ( public web log of Innosight, Clayton Christiansen ‘s confer withing house ) summarized them into 3 chief invention drivers [ 5 ] :

Rigor and Discipline – Besides creativeness, the key to the success of Google is in the asperity and subject of their attack. This can be seen from the brainstorming Sessionss conducted each twelvemonth and the consequences expected from the procedure.

Lead from Top – Supporting procedures are instituted by the top direction to promote the coevals and experimentation of new thoughts. The unfastened office hours by directors and one twenty-four hours per hebdomad for favored undertakings are illustration of this driver.

Act like a Venture Capitalist – Google looks at great thoughts outside the company. This resulted in cardinal acquisitions that allowed them to turn over out successful merchandises such as Google Earth.

This paper proposes that there are at least two other cardinal invention drivers. The first is Google ‘s ability to supply the environment for invention to maturate before they take flight. Generating many thoughts from many superb heads in the company does non necessary translate to successful inventions at the market place. In Stevens and Burley pointed out that on the norm of lone one thought is successfully commercialized from 3,000 natural thoughts [ 6 ] . Google is able to supply such environments to allow these inventions easy take form. One illustration is the Google Labs where it showcases some paradigms which are non ready for the market yet. This platform allows users to straight notice and act upon on the development of the inventions.

The 2nd cardinal invention driver which this paper proposes is Google ‘s recruitment civilization. Google is able to convey in originative people to organize its advanced organisational civilization. Rigorous enlisting procedures, coupled with some of the best benefits, attract talented and advanced persons to work in all maps of the organisation.

3M Co.

By fostering the endowments of its employees, and furthering a clime of invention, 3M is perchance one of the most advanced houses of the present clip. It is celebrated for family trade names such as Post-it Note, Scotchgard, Scotch tape, etc. In the company ‘s over 100 old ages history, it has created over 55,000 merchandises and served 30-plus nucleus engineerings and leading in major markets worldwide.

Making Innovative Organizational Culture

The 3M Story highlighted some of the characteristics in its organisational civilization which promote invention [ 7 ] :

Enrolling and Retaining Talent – 3M recruits people who are originative and have wide scope of involvements. It is thought that people with wide scope of involvements are willing to larn and research new thoughts. 3M codified six traits of advanced people in its recruitment booklet: Creativity, Broad involvements, Self motivated, Resourceful, Hard working, Problem convergent thinkers.

Making a Challenging Environment – New concern units were spun off. These freshly established divisions had to develop new merchandises and happen new markets independently. This “ Renewal ” procedure increased the variegation of 3M.

Knowledge Sharing – 3M encourages staffs to web, interact and portion their cognition and job.

Honoring Innovation – 3M wagess its staff for being advanced. The double calling ladder waies allow proficient staffs to be promoted to the function of vicepresident degree without taking administrative or managerial duties.

Mentors, Patrons and Champions – 3M has a wise man, patron and title-holder plan. Champions have strong credibleness and are persuasive “ lobbyists ” for new thoughts and merchandises. They are willing to take hazards and those successfully mentored frequently later successfully mentor others.

Invention Drivers

Collins and Porras summarized 5 advanced drivers from the 3M findings [ 8 ] :

“ Give it a attempt, and speedy! ” – 3M has a procedure to seek out many things and maintaining what truly works. The key is to make something and maintain on seeking something new.

“ Accept that errors will be made ” – 3M learns and travel on from errors. It treats failures as portion of the advanced procedure and does non reiterate the same errors once more.

“ Take little stairss. ” – Behavior experiments in little graduated table and develop in full graduated table when it seems assuring. 3M behaviors many cheap experiments to make funnel for manque inventions.

“ Give people room they need. ” – Staffs are given clip, inducements, occupation security and room to experiment. This is illustrated in the “ 15 Percentage Rule ” where proficient staffs spend up to 15 % of their clip on undertakings of their ain choosing or enterprises.

“ Mechanism – physique that clicking clock! ” – Practices and touchable mechanisms for experiment for staffs to seek new thoughts and innovate.

After analyzing the attacks of fostering a advanced organisational civilization in Google and 3M, the following two subdivisions discuss the issues to be cognizant of when prosecuting invention.

Common Mistakes in Innovation

There ‘s a turning constructs around what it takes to be genuinely advanced. Establish some great new merchandises and services. Stimulate your people to take hazards. Get started on the long, difficult work of making procedures that help employees prosecute with new thoughts. That is what the universe ‘s most advanced companies are making. ”But merely because you know how to make something does non intend you will make it ” .

Everybody knows how to acquire more advanced, but they are seldom willing to set about the sorts of cultural alterations necessary to give important consequences. Without more actionable advice, excessively many companies proceed to do the same errors.

Dev Patnaik pointed out 5 errors which companies make when seeking to trip invention but less willing to do the alteration in organisational civilization to acquire the consequences [ 9 ] :

Over-reliance on Pilot Initiatives – Some companies initiate undertakings that focus on individual merchandise thought or promising near-term chance. The graduated table and impact expected is excessively large to depend on individual attack such as brainstorming. Successful companies such as Procter & A ; Gamble take the portfolio attack to invention. The procedure of invention is a series of multiple experiments utilizing different methods and advisers.

Unhealthy captivation with Unique Charismatic Examples – Charismatic concern leaders from successful houses do non ever function as good function theoretical account for other companies.

Misapplication of other Companies ‘ Approaches – It is edifying to larn from successful companies ‘ attacks but unsafe to blindly emulate. Mechanical application of inappropriate methods may take to failure of the invention plan.

Descent into a Cycle of Self-recrimination – Invention be aftering squads may experience that their jobs are unsurmountable after benchmarking against other companies. Companies can look into their past success factors to capitalise on their organisations ‘ strengths and capablenesss. This creates sustainable growing appropriate to their built-in civilizations.

Resignation to Superficial Changes – Some companies choose decorative alterations over structural betterment. Such enterprises insufficient to alter the organisational civilization.

Companies should be wary of such booby traps when seeking promptly methods to transform their organisational civilization.

Amara ‘s Law

Roy Amara, former president of the Institute for the Future states that [ 10 ] “ We tend to overrate the consequence of engineering in the short tally and undervalue the consequence in long tally. ”

For illustration, in the instance of iPod, its consequence on the production of music has non been to the full understood. There are immense longer-term deductions. Similarly, RFID ( Radio-frequency designation ) is more than approximately tags. There are immense deductions for how concerns operate and how society accepts the potency of being tracked. The dot-com bubble explosion in 2000 was another illustration of the consequence of Amara ‘s Law. It was so predicted that Internet-based concern theoretical account was the following large thing. However, $ 5 trillion in market value was wiped out [ 11 ] . Seven old ages subsequently, the potency of Internet-based concern theoretical account has been realized. Internet start-ups like, Google, have successfully acquired existent concern with many clients.

The significance of Amara ‘s Law to organisational civilization is that pioneers in houses must understand that inventions, which are non mature for the market place at the minute, may hold great impact following clip and should non be put down rapidly. On the other manus, inventions that win today, may show other chances next clip. Inventions such as nomadic phones have greater impact on people than predicted. It is better to work an invention incrementally so as to get by with the uncertainness of the market.


Creativity and invention are perfectly critical in today ‘s economic system for houses to remain competitory. This paper discussed the ways in which successful houses build invention as portion of their organisational civilization. Some of the similar key drivers for invention in Google and 3M include: enrolling the advanced people, giving staffs room and infinite to introduce ( 1-day-per-week-rule in Google and 15 Percentage Rule in 3M ) , making inducements for invention, and come oning in little and patient stairss. Firms can larn from the attacks in the instances of Google and 3M to construct in their ain Deoxyribonucleic acid for Innovation. However, the ways to introduce and bring forth thoughts are invariably altering. The best attacks for these houses may non be the best for other houses. It is necessary to acknowledge the importance of invention in the organisational civilization, and adapt the success expression from advanced companies to accommodate single houses.

This paper besides briefly highlighted some of the booby traps which house should be cognizant of when they embark in prosecuting the advanced organisational civilization. Firm must be willing to do necessary alterations to successfully transform to an advanced civilization. Finally, the Amara ‘s Law underlines the importance of measuring the long term impact of inventions. It is necessary to work inventions incrementally to counter market uncertainness.


[ 1 ] Organizational Culture, Wikipedia, 2007.

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Retrieved on 1 Nov 2007.

[ 2 ] O. Parr-Rud, Business Intelligence Success Factors, Business Intelligence Network, 2007.

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Retrieved on 1 Nov 2007.

[ 3 ] The World ‘s 50 Most Advanced Companies, Business Week Magazine, 2007.

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Retrieved on 6 Nov 2007.

[ 4 ] How Google Innovates, Business Week Magazine, 2005.

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Retrieved on 6 Nov 2007.

[ 5 ] N. Painchaud, Google ‘s Culture of Innovation, Innoblog, 2005.

hypertext transfer protocol: // /archives/36-Googles-Culture-of-Innovation.html

Retrieved on 6 Nov 2007.

[ 6 ] G. Stevens, J. Burley, 3000 Raw Ideas = 1 Commercial Success, Industrial Research

Institute, 1997.

[ 7 ] A Century of Innovation – The 3M Story, 3M Company, 2002.

[ 8 ] J. Collins, J. Porras, Built to Last, Random House Business Books, 7 Sep 2000.

[ 9 ] D. Patnaik, Five Common Mistakes in Innovation, Business Week, 19 Oct 2007.

hypertext transfer protocol: //

Retrieved on 6 Nov 2007.

[ 10 ] T. Espiner, Accenture ‘s King of Blue-Sky Thinking, CNet, 30 Oct 2007.

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Retrieved on 6 Nov 2007.

[ 11 ] Dot-Com Bubble, Wikipedia, 2007.

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Retrieved on 6 Nov 2007.

Cover Picture taken from Business Week.

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Appendix A: Tables and Charts

Exhibit 1: Top 50 World ‘s Most Advanced Companies Chart.


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