In strategic management research particularly the corporate culture is an important and outstanding topic. In the existing literature have crystallized innumerable approaches of the economical cultural research. The corporate culture found special appeal as Japanese companies obtained an improbable export success. Particularly the western industrial nations felt this worldwide expansion as threatening. The typical corporate culture of the Japanese companies is the key to success.1 From this innumerable concepts of corporate culture were developed, which partly come to carry in this work.2 At first corporate culture is described in general and the most important definitions are clarified. Subsequently, an introduction to the forms and goals takes place. The condition for a successful corporate culture is the mission statement of a company, which is described in the subsequent section. Further the measurement (section 2.4) is meaningful to the culture, in order to define the actual deviation from the targets situation of the culture and introduce measures. In section 2.5, the creation of a corporate culture is described. Also this is very important to act target-oriented. The conclusion of the theory part forms the success of a corporate culture, which is the most significant section and in order to that the company will be promoted further. After that follows the case with Google. At first is given an overview of the company and its corporate culture. At last the innovation-oriented culture of Google is described, which led to the success of the company. Finally the summary of the theory part and the case Google takes place.
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1 Von der Oelsnitz, D. (2009): Die innovative Organisation, 2. überarbeitete Auflage, 2009
2 Pullig, K. (2000): Innovative Unternehmenskulturen, 1. Auflage, Rosenberger Fachverlag, 2000
Table of Contents
1. Introduction
1.1 Problem definition
1.2 Objectives
1.3 Scope of work
1.4 Methodology
2. Corporate culture
2.1 Definition
2.2 Forms and goals
2.3 Mission statement of a company
2.4 Measurement
2.5 Creation
2.6 Critical success factor
2.7 The connection to success
3. Google
3.1 Overview
3.2 The corporate culture of Google
3.3 The innovation-oriented and successful culture inside
4. Conclusion
Objectives and Topics
This work examines corporate culture as a critical success factor for modern enterprises. By analyzing theoretical foundations and applying them to the case study of Google, it explores how a harmonious strategy-culture-fit influences organizational success and long-term competitiveness.
- Theoretical definitions, forms, and measurement methods of corporate culture.
- The role of mission statements and organizational creation processes.
- Key success factors for managing corporate culture in changing environments.
- A detailed analysis of Google’s unique, innovation-oriented corporate culture.
- The link between employee satisfaction, culture, and economic performance.
Excerpt from the Book
3.2 The corporate culture of Google
Google is the fastest growing company all over the world. It has the focus on the user. Nothing else is more important. Google has the opinion that the personnel can make and have to make mistakes, so that thy can learn from it. Eric Schmidt, the CEO of Google, said: “Please fail very quickly, so that you can try again.” That reflects again that this company publishes products which include incomplete versions and receive assistance from the users what can be improved. The Google User Experience Team built up ten principles how the company works. These are useful, fast, simple, engaging, innovative, universal, profitable, beautiful, trustworthy and personable. Another internal principle says: “It’s best to do one thing really, really well.”
As already mentioned not only the user ranks first for Google, also the personnel. It is important that the team have success, also single successes are desired, this brings the aspired overall performance for the company. New ideas are communicated, tried out and put them into practice. These conditions promote the feeling of togetherness and the productivity. Google supports functioning projects with gradual innovation and further improvement.
Summary of Chapters
1. Introduction: Defines the problem of corporate culture in strategic management and establishes the research objective of investigating the strategy-culture-fit.
2. Corporate culture: Explores theoretical definitions, levels of culture, measurement techniques, and the importance of mission statements and employee involvement.
3. Google: Provides an overview of Google's origins and a deep dive into its innovation-oriented culture and internal practices.
4. Conclusion: Summarizes the necessity of a strong, adaptive corporate culture for long-term economic success and competitive positioning.
Keywords
Corporate culture, strategy-culture-fit, innovation, employee involvement, Google, organizational success, mission statement, personnel satisfaction, corporate identity, management style, competitive advantage, internal communication, organizational change, soft factors, performance.
Frequently Asked Questions
What is the primary focus of this study?
The study focuses on the importance of corporate culture as a critical success factor in modern business and how organizations can cultivate it to remain competitive.
Which central topics are addressed?
The work covers theoretical frameworks of corporate culture, methods for measurement and creation, the role of mission statements, and practical applications in high-growth technology companies.
What is the main objective of the thesis?
The goal is to demonstrate that a harmonious relationship between organizational strategy and cultural characteristics—the strategy-culture-fit—is indispensable for company success.
Which methodology is applied?
The research is based on a comprehensive review of existing academic literature, books, and reliable online sources regarding management and corporate culture.
What does the main body analyze?
It provides an in-depth analysis of the definitions and models of corporate culture, followed by an examination of how these theories manifest at Google to drive innovation and success.
How is the term "corporate culture" characterized?
It is described as a set of values, norms, and shared habits that act as an invisible guide for employee behavior, ultimately influencing organizational productivity.
How does Google foster innovation among its employees?
Google promotes innovation through flat hierarchies, open transparency, and the "20%-projects" initiative, which encourages employees to explore their own ideas.
Why does Google encourage its employees to "fail very quickly"?
This approach is intended to foster a culture of rapid experimentation and learning, allowing the company to improve products based on user feedback quickly.
What role do "soft factors" play in corporate transformation?
According to the text, the alignment of "soft factors" (such as leadership and culture) is crucial for successful organizational transformation, whereas "hard factors" are often prioritized at the expense of culture.
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- Katrin Weislowski (Autor:in), 2009, Case study – Corporate culture, München, GRIN Verlag, https://www.hausarbeiten.de/document/158348
