Marketing Essay Example | Topics and Well Written Essays - 1000 words - 19

Marketing - Essay Example The conclusion the authors draws through this article is that, all the contemporary organizations need to set their organizational culture and thereby define their corporate identity. This process will result in creating an optimal bridge between the internal working environment of the organization and the external environment like the marketplace and other relevant environments. So, by analyzing the authors’ perspectives about organizational culture, this synopsis will discuss the importance of common and workable organizational culture, for the effective functioning of organizations. Organization is a ‘structure’, in which ‘collage’ of workers will do their allocated work under the supervision of a leader. This team of workers like the five different fingers in one’s hand will be different from one another having different characters, attitudes, education, background etc, etc†¦and the unison of these different humans under a single organization to reach a target is, and will always be a difficult proposition. As these different humans could create a different organizational culture, the success rate will be minimal. But, according to the authors, if a perfect, feasible and importantly common organizational or working culture is ‘operationalised’, through out the organization, the organization will be a success story. And, the ‘script’ for this success story can only be scripted, by an effective leader or a manager. The statements and actions of the managers simultaneously affect the image and identi ty of the organization (Hatch & Schultz, 1997). One of the important first tasks of a leader in an organization (both in a new organization and in an existing organization) is the creation of a Culture. The authors Hatch and Schultz, points out that the creation of an organizational culture is a complex process in which the organisations’ personalities, identities and images should play a major role