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.
Inhaltsverzeichnis (Table of Contents)
- Introduction
- Theory: corporate culture and leadership
- Corporate culture
- Defining corporate culture
- Functions of corporate culture
- Model of corporate culture
- Vision, values and leadership
- Leadership
- Defining leadership
- Classic leadership styles
- Management versus Leadership
- Leadership theories
- Agile leadership
- Corporate culture
- Practice: Corporate culture and leadership of the advertising agency Jenewein Flow
- Advertising agency Jenewein Flow - corporate culture
- The history of an organisation
- The development of a vision
- Values and moral concepts
- Culture function and pyramid
- Advertising agency Jenewein Flow – leadership
- Simple structures and hierarchies – classic leadership
- Complex structures and hierarchies – agile leadership
- Leading with a vision
- Advertising agency Jenewein Flow - corporate culture
- Conclusion
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This paper explores the interconnectedness of corporate vision, values, culture, and leadership, analyzing how these elements influence each other and ultimately shape organizational success. It examines the evolving landscape of leadership in the context of increasingly complex economic and societal environments, highlighting the need for dynamic and adaptive leadership approaches. The paper utilizes the advertising agency Jenewein Flow as a case study to illustrate the practical application of theoretical concepts.
- The significance of corporate culture in shaping leadership styles and organizational success
- The impact of vision, values, and leadership on organizational culture
- The evolution of leadership styles and theories in response to changing business environments
- The importance of adapting leadership approaches to align with the needs of a diverse workforce
- The challenges and opportunities associated with leading in a globalized and technologically driven world
Zusammenfassung der Kapitel (Chapter Summaries)
The introduction sets the stage for the paper by outlining the central question explored throughout the analysis: how do corporate vision, values, culture, and leadership influence each other? It underscores the critical role of leadership in navigating complex economic and societal landscapes. Chapter 2 delves into the theoretical underpinnings of corporate culture and leadership, defining key concepts, exploring their functions, and examining various leadership styles and theories. The chapter also discusses the role of vision, values, and leadership tools in shaping organizational behavior.
Chapter 3 moves into the practical application of these theoretical concepts by analyzing the corporate culture and leadership practices of the advertising agency Jenewein Flow. The chapter provides a detailed account of the organization's history, vision, values, and cultural structure. It also examines the leadership approach implemented within the agency, highlighting both its classic and agile aspects.
Schlüsselwörter (Keywords)
The main keywords and focus topics of the text include corporate culture, leadership styles, vision, values, agile leadership, organizational success, case study, advertising agency, Jenewein Flow, and leadership theories. The paper analyzes the interplay between these elements to understand how they influence each other and drive organizational outcomes.
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- Anita Jentl-Jenewein (Autor:in), 2018, Corporate Culture and Leadership in an Advertising Agency, München, GRIN Verlag, https://www.grin.com/document/469318
