Building culture from the outside inn
Author: Dave Ulrich, Justin Allen, Norm Smallwood, Wayne Brockbank, Jon Younger
Journal: Strategic HR Review
Year: 2008, Volume: 8, Issue 6, Page: 20-27
Publisher: Emerald Publishing Group Limited
Traditional views of organizational culture have one thing in common; they define culture from the inside out - who we are, what we do and how we do it. In this article, the authors suggest that a more robust and practical approach to leveraging culture is to identify and shape culture from the outside in. The authors conclude that in a volatile world of speed and change, organizations build winning cultures when their culture efforts begin with customers, then shift to employee behaviors and organizational processes.
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