Chapter Four
Corporate
Culture
Contents
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Definition
Factors revealing Corporate Culture
Ikea as an example
Definition
 Corporate culture is defined as the specific
collection of values and norms that are shared by people
and groups in an organization and that control the way
they interact with each other and with stakeholders outside
the organization.
 Just like a thread running through an organization
Brainstorming
 Discuss in groups of four.
 What are major factors revealing
corporate culture?
Culture that can
be seen at the
surface level
1. Artifacts, such as dress,
office layout, symbols,
slogans, ceremonies
Visible
2. Expressed values, such as
“The HP Way”
3. Underlying assumptions and
deep beliefs, such as “Don’t
hesitate, just do it”
Invisible
Deeper values &
shared
understandings
by all members
Symbols
Slogans
Dress Code
Dress Code
 In a casual work setting,
employees should wear clothing
that is comfortable and practical
for work, but not distracting or
offensive to others.
Heroes
Others
 Google’s dog policy
 Addressing each other on a
first-name basis
 Open-plan office
The HP Way 惠普之道
 We have trust and respect for individuals.
 We focus on a high level of achievement and
contribution.
 We conduct our business with uncompromising
integrity.
 We achieve our common objectives through
teamwork.
 We encourage flexibility and innovation.
Other Mission Statements
 Ford Motor Company (early 1900's)
 Ford will democratize the automobile“
 Sony (early 1950's)
 "Become the company most known for changing
the worldwide poor-quality image of Japanese
products“
 Boeing (1950)
 "Become the dominant player in commercial
aircraft and bring the world into the jet age“
Walt Disney Values
 No cynicism
 Nurturing and promulgation of
"wholesome American values"
 Creativity, dreams and
imagination
 Fanatical attention to
consistency and detail
 Preservation and control of the
Disney "magic"
The Ikea Way - Reading
 Read the passage ‘A strong and living corporate
culture’ on page 90.
 Discuss in groups of four the following
questions.
 What are COMPANY VALUES of Ikea?
 What are COMPANY POLICIES concerning
welfare for managers, recruitment, and
promotion?
 How would you describe Ikea employees?
Ikea’s values, policies & staff profile
COMPANY
VALUES
simplicity, humility, thrift,
responsibility, enthusiasm,
flexibility, openness
COMPANY
POLICIES
- absence of status symbols;
- recruitment of people who share
the company’s values;
- Internal promotion;
Ikea’s values, policies & staff profile
STAFF
- Strong enough to question and
PROFILE
change things if necessary.
- Caring
- Human
The Ikea Way - Discussion
 Discuss the meaning of following words and
sentences.
 We also want people who can cut across our
organization. (Para. 3)
 To see the person behind the professional.
(Para. 5)
 Battles are seldom won at the desk. They are
won out in the real world. (Para. 6)
 The continued success of Ikea rests on the
involvement of individual employees. (Para. 7)
The Ikea Way - Listening
 Goran Nilsson, Managing Director of Ikea UK,
talks about the company’s corporate culture.
 Listen for the first time. Get the general idea.
 Listen for the second time. Choose one correct
answer for multiple choices questions.
The Ikea Way – Listening 2
 Five Ikea managers talk about Ikea and its
founder, Ingvar Kamprad.
 Listen and decide which core Ikea values each
anecdote illustrates.
Vocabulary
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Cornerstone 基石
Vitality 活力，生气
Exaggerate 夸张
Humility 谦逊
Thrift 节俭，节约
Unpretentious 谦逊的，开诚布公的
Impulse 推动力;刺激
Rebuke 指责，训斥
Synonymous 同义的
Rest on 依靠
Perceptiveness 感知力，觉察力
Vocabulary
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Swedish krona 瑞典克郎
Cost-consciousness 成本意识
Democratic 民主的
Humbleness 谦逊
Pay-off 收益
Figure 合乎情理
Mindset 心态
Initiative 举措
Walking the talk 将言论付诸实践
Vocabulary
 Flashy 炫耀的
 Career advancement 职业发展
 Scandinavian斯堪的纳维亚的
 Management induction 管理人员入职培训
 In situ 在原处/完好无损