| dc.description.abstract | Corporate culture defines the core set of attitudes and practices shared by members of the
firm. Culture therefore gives an organization a sense of identity and determines through
the organization’s legends rituals, beliefs, meanings values, norms and language the way
in which things are done around here. This study was a case study. The choice of a case
study is founded on the fact that the unit of analysis is a single firm. Data was collected
by use of an interview guide consisting of ten (10) questions. The data was analyzed
using content analysis. The researcher transcribed the data from the interview and
organized if into topics under which the various issues raised were discussed. The main
aim of the study was to establish the effect of corporate culture on the organization of
global marketing at L’oreal East Africa Ltd. The study therefore looked at Marketing
Division relationship with the Human Resource division, Understanding of corporate
culture, Corporate culture influence on staffing decision in global marketing function,
Perpetuation of corporate culture in the organization, new employees induction on
corporate culture, balance between corporate culture and company objectives, global
marketing structure, global marketing structure and corporate culture, global marketing
organization, corporate culture on marketing organization changes, effect of culture on
promotional decisions, aspects of corporate culture critical to determining global
marketing organization, auditing of corporate culture and the future of corporate culture.
From the study there was significant relationship between marketing division and human
resource division. Due to the transcendent role of the human resource division it was
expected that marketing division’s skill base would result from recruitment activities of
the human resource division. The meaning of corporate culture was generally understood
in relation to values and concepts such as ethics, respect, beliefs, norms and behavior
were common themes indicative of corporate culture. There was interrelationship among
corporate culture, staffing decisions and global marketing function, an indication that
human resource functions and the global marketing organization functions were informed
by certain elements of corporate culture. Corporate culture was generally inculcated
through slogans and ceremonies especially during induction of new employees. The
induction process was done at the head office of the organization and new employees
would be taken through a set of rules and regulations and their role within the
organization as well as on internal corporate culture elements. The organization had
externally oriented values and beliefs and internally oriented values and beliefs, which at
times had a blurred characterization. The effectiveness of their organization was a
function of the values and beliefs held by the members of the organization, and that it
was incumbent upon all the staff members at least to translate core values and beliefs into
action in their areas of operations. The top management indicated that the organization
had working plans that supported effective management of interrelationships of core
values and beliefs espoused by the organization, policies and practices of the organization
and the business environment of the organization. | en_US |
