This thesis deals with the topic of "Corporate culture in companies". It explains the origins of such culture, its functions, the criteria used to measure corporate culture and the mutual influence that corporate and national cultures exert on each other.
Evidence of a central problem pertaining to corporate culture is provided both in the theoretical and the practical part of this thesis. The corporate culture of various companies is frequently as diverse as the cultures of different nations, with the latter more influenced and shaped by economic processes and the various corporate cultures. Corporate cultures thus have the effect of becoming a lived culture for the various peoples. However, it is not uncommon for corporate culture to come into conflict with the traditions or notions of other peoples and their economic experts.
This aspect will be examined in greater detail elsewhere in this thesis. To start with, though, the first chapter will deal with the basic principles of corporate culture. The main focus of this section is on the definition of culture and the factors that influence culture. In addition, the indicators for more detailed description of corporate culture will be described.
The subsequent section, which constitutes the practical aspect, is dedicated to the analysis and illustration of corporate culture at the example of Deutsche Lufthansa AG, in order then to discuss the fundamental problems of corporate culture using this example. This will be based on a range of indicators from different departments.
Table of Contents
1 Introduction Issue and objective
2 Fundamentals and definition of corporate culture
2.1 Elements and significance of corporate culture
2.2 Indicators and measures
3 Indicators of corporate culture at the example of Deutsche Lufthansa AG
3.1 Corporate history and economic situation
3.2 Corporate culture in action
3.2.1 Target orientation
3.2.2 Social responsibility
3.2.3 Attitudes, values and convictions
3.2.4 Customer centricity
3.2.5 Shareholder focus
3.2.6 Corporate governance
4 Summary/ Outlook / Conclusion
Research Objectives and Core Topics
The primary objective of this thesis is to explore the concept of corporate culture, its origins, and its functional significance within organizations. The study aims to provide a theoretical framework for defining and measuring corporate culture, while simultaneously applying these concepts to a real-world case study of Deutsche Lufthansa AG to illustrate how such cultures are lived, perceived, and managed in a global business environment.
- Theoretical foundations and definitions of corporate culture.
- Methodological indicators for measuring organizational culture.
- Case study analysis: Corporate culture at Deutsche Lufthansa AG.
- The interplay between corporate identity, social responsibility, and economic goals.
- Critical evaluation of the risks and benefits associated with strong corporate cultures.
Excerpt from the Book
Corporate culture in action
Lufthansa AG stands out for its high level of flexibility and social responsibility. It has learned to o adapt quickly and effectively to the market environment. The best example of such quick reaction is the establishment of the Star Alliance, the company's crisis management and its flexibility towards its staff. The shareholder focus as a consequence of the company's privatisation; however, the main focus remains on an increase of the company value in combination with a clear direction with regard to responsibility and sustainability.13
Chapter Summaries
1 Introduction Issue and objective: This chapter introduces the thesis topic, outlines the fundamental questions regarding corporate culture, and provides a roadmap for the subsequent theoretical and practical analysis.
2 Fundamentals and definition of corporate culture: This chapter defines corporate culture as an organizational "personality," exploring academic perspectives, components, and the iceberg model to distinguish between visible and hidden cultural elements.
3 Indicators of corporate culture at the example of Deutsche Lufthansa AG: This section applies theoretical indicators to the practical case of Lufthansa, analyzing its historical development, mission statements, and operational governance to evaluate its corporate culture.
4 Summary/ Outlook / Conclusion: This chapter synthesizes findings to argue that while a strong corporate culture provides unity and resilience, it also necessitates critical awareness of potential risks regarding employee identity and market manipulation.
Keywords
Corporate culture, Organizational culture, Deutsche Lufthansa AG, Strategic mission, Target orientation, Social responsibility, Corporate governance, Shareholder focus, Customer centricity, Employee motivation, Values, Economic efficiency, Sustainability, Change management, Corporate identity
Frequently Asked Questions
What is the primary subject of this academic thesis?
The work investigates the phenomenon of "corporate culture," focusing on how it originates, functions, and is perceived within modern organizations.
What are the central themes covered in this document?
Key themes include the definition of organizational values, the distinction between surface and hidden culture, and the practical application of cultural indicators in corporate settings.
What is the core research objective?
The aim is to demonstrate the presence and impact of a lived corporate culture through a detailed case study of Deutsche Lufthansa AG.
Which methodology is employed in this study?
The study utilizes a combination of theoretical analysis and a practical case study approach, evaluating the airline against specific predefined corporate culture indicators.
What topics are addressed in the main part of the document?
The main part analyzes the organizational history, mission statements, employee responsibility, customer centricity, shareholder focus, and corporate governance of Lufthansa AG.
Which terms best characterize this work?
Essential terms include corporate identity, sustainability, organizational behavior, stakeholder relations, and strategic mission management.
How does Lufthansa manage its corporate culture in practice?
Lufthansa uses tools like the "Leadership Compass" and a clear "strategic mission statement" to align internal behavior and outward service quality with their cultural values.
What risks of a strong corporate culture are identified by the author?
The author identifies the risk that employees may identify so strongly with the company that their private lives are negatively impacted, and that external customers might be influenced by "deliberate manipulation" via brand loyalty programs.
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- Franziska Matteis (Autor:in), 2015, Corporate culture in companies at the example of Deutsche Lufthansa AG, München, GRIN Verlag, https://www.grin.com/document/319097
