SCHILLER INTERNATIONAL UNIVERSITY
‘Corporate Culture as a Competitive Advantage’
A closer look at different types of corporate cultures and how they affect the global market place.
Annette Glatzel
13.04.2008
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Table of Contents
Abstract
In This paper I have looked at what a competitive advantage is and why a strong corporate culture can be seen as a strategic competitive advantage. The Corporate culture theories developed by Hofstede, Deal and Kennedy and Handy have been listed and briefly discussed. I have looked at two real life examples of successful corporate cultures, namely Southwest Airlines and Hewlett Packard. I have also briefly looked at the negative sides of corporate culture to avoid bias. Furthermore I have looked at how corporate culture affects (International) mergers and acquisitions of companie. I have given an analysis of the failure of the DaimlerChrysler Merger in view of their clashing corporate cultures. Subsequently I have listed what a company could possible do if they enter in a merger to avoid clashes in culture.
Corporate culture as a competitive advantage
Introduction
In order to stay ahead in business in today’s rapidly changing world it is of great value to have a competitive advantage in order to differentiate from and keep your company or product ahead of your competitors. A competitive advantage can be described as The possession of various assets and attributes which gives a competitive edge over rival companie ...