This paper deals with the interaction between corporate culture and leadership and is divided into a theoretical and a practical section. Hereby, a business approach is taken. The theoretical part covers common definitions and structures of corporate culture and leadership. The practical section looks at the corporate culture of the advertising agency Jenewein Flow and analyses the influence of leadership on such culture. The paper is aimed at applying learned theories to practice and mapping out the success factor "vision and corporate culture" for the leadership role.
Every company develops its own culture. Whether it is consciously managed or simply forms naturally, where there are people, there is culture. Corporate culture can also be equated to behaviour programmes, which is created, influenced, and changed by leadership. Thus, successful management requires awareness of this and the creation, communication, management an, last but not least, practice of a homogenous corporate culture. It is equally important that the leadership authentically represents defined visions, in order to meet aspirations towards which employees can and ought to orient themselves. If this only takes place half-heartedly, they may run into danger of merely becoming hollow words of marketing management. In a socio-economic transition phase, the conscious creation, management and change of corporate culture are becoming increasingly important, since old, hierarchical leaderships models are obsolete.
Leadership and corporate culture are closely interconnected. This is neither new nor revolutionary, but in times of management rethinking, this frequently crucial factor is shifting back into the centre of attention.
Table of Contents
1. Introduction
2. Theory: corporate culture and leadership
2.1 Corporate culture
2.1.1 Defining corporate culture
2.1.2 Functions of corporate culture
2.1.3 Model of corporate culture
2.1.4 Vision, values and leadership
2.2 Leadership
2.2.1 Defining leadership
2.2.2 Classic leadership styles
2.2.3 Management versus Leadership
2.2.4 Leadership theories
2.2.5 Agile leadership.
3. Practice: Corporate culture and leadership of the advertising agency Jenewein Flow
3.1 Advertising agency Jenewein Flow - corporate culture
3.1.1 The history of an organisation
3.1.2 The development of a vision.
3.1.3 Values and moral concepts.
3.1.4 Culture function and pyramid
3.2 Advertising agency Jenewein Flow – leadership
3.2.1 Simple structures and hierarchies – classic leadership
3.2.2 Complex structures and hierarchies – agile leadership
3.2.3 Leading with a vision.
4. Conclusion
5. Bibliography
Objectives and Topics
This paper examines the fundamental interplay between corporate culture and leadership styles, specifically investigating how an organization adapts its vision and values in response to socio-economic changes. The primary goal is to analyze the transition from traditional, hierarchical management to agile, network-based leadership using a practical case study.
- Interdependence of corporate culture and organizational leadership.
- Theoretical frameworks of leadership styles (transactional vs. transformative).
- Evolution of corporate identity and vision development.
- Practical application of agile leadership in a modern advertising agency context.
- Impact of digitalization and changing workforce dynamics on management.
Excerpt from the Book
3.1.1 The history of an organisation
The advertising agency Jenewein-Flow, previously Jenewein-Design, was founded by graphic designer Anita Jentl-Jenewein, previously Jenewein, in 1996. The foundation and motivation for establishing the agency was made up from two main customers. In 2018, these customers are still significant factors in the company’s success. In 1996, the internet played hardly, if any, role in the advertising industry. This changed rapidly in the 2000s and also affected the advertising agency Jenewein-Design, which at first increased significantly in staff numbers. At that time, the organisation had – in addition to the manager – six permanent employees and four freelancers working in the agency’s immediate vicinity. For a number of reasons, in 2005 the company saw its first significant drop in print orders, which increased on an annual basis from then onwards. On one hand, web design and IR competence gained in importance, on the other hand customers became more independent due to the internet in general and online print shops in particular.
Summary of Chapters
1. Introduction: Presents the relevance of corporate culture in modern business and outlines the paper's focus on the interaction between leadership and culture.
2. Theory: corporate culture and leadership: Provides the conceptual framework, covering definitions of corporate culture (Schein's model) and diverse leadership theories including classic and agile approaches.
3. Practice: Corporate culture and leadership of the advertising agency Jenewein Flow: Offers a practical case study, documenting the agency's history, its cultural development, and its shift toward agile leadership.
4. Conclusion: Synthesizes the findings, highlighting that corporate vision and adaptability are critical success factors in an era of socio-economic transition.
5. Bibliography: Lists all academic and professional sources utilized throughout the research.
Keywords
Corporate Culture, Leadership, Agile Management, Organizational Development, Vision, Values, Transformation, Digitalization, Employee Motivation, Strategic Management, Change Management, Leadership Styles, Corporate Identity, Business Network, Team Spirit
Frequently Asked Questions
What is the core subject of this paper?
The paper explores the mutual influence of corporate culture, vision, and leadership styles within a business organization, specifically during phases of socio-economic change.
What are the primary themes discussed?
Central themes include the definition and function of corporate culture, the distinction between transactional and transformative management, and the implementation of agile leadership models.
What is the primary research goal?
The goal is to determine how a company can successfully align its corporate culture and leadership to maintain stability and performance in a complex, digitalized business environment.
Which scientific methods are applied?
The study utilizes a combination of theoretical analysis of business literature and a qualitative case study of the advertising agency Jenewein Flow.
What does the main body cover?
The main body is divided into a theoretical section defining management and culture, and a practical section mapping these theories onto the specific development of the agency Jenewein Flow over 20 years.
Which keywords characterize this work?
The work is characterized by terms such as Corporate Culture, Agile Leadership, Change Management, and Organizational Development.
How did Jenewein Flow’s organizational structure change?
The agency evolved from a compact, hierarchically managed print-focused office into an agile, decentralized network of international freelancers and specialists.
What role does the "Alliance of Experience" play?
It serves as the matured corporate vision of the agency, emphasizing stability, trust, and the expertise of long-serving specialists against the volatility of the advertising market.
- Arbeit zitieren
- Anita Jentl-Jenewein (Autor:in), 2018, Corporate Culture and Leadership in an Advertising Agency, München, GRIN Verlag, https://www.grin.com/document/469318
