Conceptualizing organizational culture: a case study of McCormick & Co. Inc.
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Type of Workapplication/pdf
iv, 45 pages
DepartmentTowson University. Department of Mass Communication and Communication Studies
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This case study used content analysis of a corporate web page and interviews with employees to explore how corporations and employees define and perceive corporate culture. Theoretical research used to analyze and understand organizational culture included Schein's model of organizational culture, social identity theory, and organizational identification. Communication research concepts relating to the topic included organizational culture and mediated communication. The corporation's web page identified six factors that shape its corporate culture, including a participative style of management, a core set of shared values, and involving employees in business decisions. Unaided employee responses identified only one primary factor-employee-company relationships. Implications for the corporation include utilizing employee-centric terms on the website in order to reflect employee perceptions of corporate culture.