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companies think
differently?
By Rosabeth Moss Kanter
a common purpose;
a long-term view;
emotional engagement;
community building;
innovation;
self-organization
A Common Purpose
Conceiving of the firm as a social institution serves as a
buffer against uncertanity and change by providing
corporations with a coherent identity.
117,000 emplyees in 100 countries
Finance
Automobiles
IT
Globalization detaches
organizations from one
specific society, but at the
same time requires that
companies intenalize the
needs of many society.
Establishing clear
institutional values can
help resolve this complex
issue.
Nutrition
Enronmental responsility
Talent retention
The name can change, but the identity and purpose
will live on
Spans Grupo Santander acquired Brazils Banco Real
IBM 's CEO cricumnavigates the globe six or seven times a year to
meet with national and regional officials discussing how IBM can
help their countries achieve their goals.-----The results is such
engagement at the top helps other IBM leaders get a seat at the
table when diacussion about the country's future take place.
A Long-Term Focus
Companies using institutional logic are often willing to invest the
human side of organization--investment that cannot be justified by
immediate financial retures but that help create sustainable institutions.
Shinhan Bank set out to acquire Chohung Bank. over 3500 employees of
CB protest the merger.The leaders deferring formal integration for 3
years giving equal representation and increasing the salary of CB to
match the higher wages of SB's employees.---By the third year when
formal intergration took place shinhan was outperforming not only the
banking industry but also the South Korean stock market.
Case study---Emirates Airline
Emirates maintains a rapid growth in the aviation industry.Its
unique marketing of sports sponsorship has attracted widely
attention.By comparing with other airline companies the
content and strategy of sports sponsorship of Emirates shows:
1) Multiple sort of sports sponsorship
2) Widely ranging sports sponsorship combined with
globalization business
3) Sponsoring high level sports events
4) Implementation of equality marketing activities to maximize
the effect of sponsorship.
Sponsor Partnership
Long-term vision
---Petrol Resource
---Wine
Innovation
Articulating a purpose broader than making money
can guide strategies and actions, open new sources
for innovation, and help people express corporate
and personal values in their everyday work.
Companies claims that they serve society become credible when leaders
allocate time, talent, and resources to national or community projects
without seeking immediate returns and when they encourage people
from one country to serve another
Brazil department
independently developed low-
cost, high-quality alternatives
to premium products
Himalaya team found ways of
making Gillette razors
affordable and desirable to
men often bloodied by barbers
using rusty or worn-out blades
When people self-organize to create networks to share
information, new initiatives or innovations are often
the result