Corporate Culture

Even a casual observer will see that companies with a uniform, consistent, and shared culture are more successful in their markets, both in terms of their competitive standing and their image. At the same time, many companies are looking into the option of re-positioning their business by way of developing a new vision or culture after substantial changes – be they the centralization of HR processes or measures for reducing HR costs, mergers and acquisitions, a shifting of their focus towards other international locations, or a shake-up of their portfolio.

A corporate vision and mission creates synergies and defines shared goals. It offers a platform for staff to concentrate on the goals of their company and on their work with one another. While a vision addresses mainly the image and external standing of the company in its markets, the principles and culture of a company define the notion of leadership and cooperation within its walls.

The design of corporate visions and cultures offers an invaluable tool for value creation:

• Promoting identification with the company.
• Improving the image of the company.
• Harmonizing its culture and establishing unambiguous, generally accepted behavioural rules as optimum support for the goals of the company. 
• Establishing a shared notion of leadership.
• Providing a basis for structured HR development plans.
• Achieving more sustainable recruitment successes.

When trying to influence a company’s vision or culture, the point is not only to define its outlines, but also to make sure that the new culture is actually “lived” by all members of staff on all levels of the company. Consequently, we distinguish between a design phase and an implementation phase in any such process. Before we begin designing a vision or corporate culture, we undertake a thorough analysis of the current work, instruments, and history of a company and involve all relevant stakeholders in interviews and workshops.

At the same time, we contrast them to external benchmarks and the core values in place at the company’s competitors. During the implementation process, communication, integration, and review tools are used to promote and support the growth of the new culture, until the final product is fully integrated in the company’s regular management and controlling processes.