Organisational Culture Berg 1985 The purpose of the manager is to provide organisation members with a set of unifying symbols to be used to orient themselves as actors fulfilling the corporate mission in the world while at the same time letting each organisation unit develop according to its own conditions and ability. P. 559 The emphasis of internal marketing is to mobilize the human resources in the organisation in order to improve the external marketing and the strategic adaptation. P. 562 See figure 1 p. 566 – Symbolic management. Human resource mobilizing – internal marketing – corporate/institutional advertising Symbolic resources are seen as symbol, metaphors, concepts, and images, that in a condenced form represent complex organisational phenomena that may elicit and guide corporate strategic action. P. 567 Stuart 1999 Ind (1997) Corporate identity structures – Monolithic, Endorsed, Branded. P. 110 Mintzberg (1989) Organisational structure Composed of six parts: Operating core, Strategic apex, Middle line, Technostructure, Support staff, Ideology & Culture. Entrepreneurial: Monolithic structure The vision must be articulated to drive others and gain their support, and that threatens the personal nature of the vision. Machine: Monolithic structure – maybe indorsed or communicationoriented structure to create a more human face for the organisation. Professional – Monolithic corporate identity structure Employee identification with the corporate identity is a key issue that needs to be addressed sensitively. Diversified – structure normally chooses an endorsed or branded identity Innovative – Monolithic structure, although it is possible for an innovative organisation to grow out of a large diversified company. Missionary – Predominantly monolithic. Employee identification is strong since few people would work for a missionary organisation if they did not feel a strong sense of social identification with the organisation.
Summary p. 120. Duimering & Safayeni Buzz words and languages as a way to construct and maintain organisational image.
Published on Dec 5, 2008
Entrepreneurial: Monolithic structure The vision must be articulated to drive others and gain their support, and that threatens the personal...