The role of corporate culture in supporting business strategy

master's thesis

• Title (croatian): Uloga korporativne kulture u podršci poslovnoj strategiji
• Author: Otto Raškaj
• Mentor: Ivana Načinović Braje (mentor)
• Committee member: Domagoj Hruška (predsjednik povjerenstva)
• Committee member: Ana Aleksić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Organization and Management); Zagreb
• Defense date and country: 2023-09-28, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Organization and Management

Abstract

This thesis explores how a corporate culture which has clearly defined values can contribute to achieving business goals effectively. It investigates the connection between culture and strategy, what their combination offers to businesses, and why it might matter. Literature on both culture and strategy is used to build a strong theoretical foundation, while Atlantic Group, a fast-moving-consumer-goods corporation known for their prominent culture, is chosen to represent the empirical part of the paper. The literature suggests several benefits of fostering a strong culture within an organization, they are divided into three broad categories—change management, human resource management, and positive external image. The empirical data is obtained through extensive interviews with employees of Atlantic, all of whom represent different positions within the company. The aim of the interviews being comprehension of Atlantic’s strategy, culture, and whether any of the benefits of a combined approach apply to them. The findings, while not unanimous, show that several benefits do in fact emerge when culture is fostered and intertwined with strategy. Motivation, satisfaction, and retention of employees, and change management being the most accentuated. This research offers practical implications for leaders, entrepreneurs, and managers aiming to enhance business management and leadership strategies.

Abstract (croatian)

Ovaj rad istražuje kako korporativna kultura koja ima jasno definirane vrijednosti može pridonijeti učinkovitom postizanju poslovnih ciljeva. Istražuje vezu između kulture i strategije, što njihova kombinacija nudi tvrtkama i zašto bi to moglo biti važno. Literatura o kulturi i strategiji korištena je za izgradnju jake teorijske osnove, dok je Atlantic Groupa, korporacija koja se nalazi u industriji robe široke potrošnje poznata po svojoj istaknutoj kulturi, odabrana da predstavlja empirijski dio rada. Literatura predlaže nekoliko prednosti poticanja jake kulture unutar organizacije, one su podijeljene u tri kategorije—upravljanje promjenama, upravljanje ljudskim resursima i pozitivan vanjski ugled. Empirijski podaci dobiveni su opsežnim intervjuima sa zaposlenicima Atlantica, od kojih se svi nalaze na različitim pozicijama unutar tvrtke. Cilj intervjua je razumijevanje Atlanticove strategije, kulture i odnosi li se na njih prednosti kombiniranog pristupa. Rezultati, iako nisu jednoglasni, pokazuju da se pojavljuje korist kada se kultura potiče i isprepliće sa strategijom. Najviše je naglašena motivacija, zadovoljstvo i zadržavanje zaposlenika te upravljanje promjenama. Ovo istraživanje nudi praktične implikacije za vođe, poduzetnike i menadžere s ciljem poboljšanja poslovnog upravljanja i strategija vodstva.

• Keywords: strategy; culture; change management; human resource management; leadership
• Keywords (croatian): strategija; kultura; upravljanje promjenama; upravljanje ljudskim resursima; vodstvo
• Language: english
• URN:NBN: urn:nbn:hr:148:373793
• Study programme: Title: Master Degree in Business; specializations in: Marketing in english, Managerial informatics, Management, Marketing, Trade and international business, Leadership; Course: Management; Study programme type: university; Study level: graduate; Academic / professional title: sveučilišni magistar ekonomije/sveučilišna magistra ekonomije (sveučilišni magistar ekonomije/sveučilišna magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2023-09-28 12:28:37