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Corporate Culture

Abstract

This paper aims to show how culture can influence corporate productivity, costumer and employee satisfaction as well as loyalty and trustiness. In a first part corporate culture will be analysed in a general way, allowing the reader to understand its complexity and potential, followed by an application to the hotel industry.
Corporate culture implementation will also be part of our analyse that will end up with a conclusion and recommendations.
Personal experiences and academic proven theories are the tools helping us achieving our objective.

Table of Contents

ABSTRACT 1
INTRODUCTION 3
PRESS REVIEW 4
THE IMPORTANCE OF CORPORATE IMAGE 5
CORPORATE CULTURE IN HOTELS 5
ACCORD 5
CULTURE AND HOTEL CATEGORY 6
TYPES OF CORPORATE CULTURE 8
IMPLEMENTING CORPORATE CULTURE 9
IMPORTANCE OF LEADING SHIP 9
CULTURE AND RECRUITMENT 9
IMPACT OF THE CULTURE AND CULTURE MEASUREMENT 10
CONCLUSION 12
RECOMMENDATIONS 13
BIBLIOGRAPHY 14

Introduction
Industry, and consequently economy, has reached in the last decade a level of   great saturation due to the extreme competition between companies and is, in most of the markets, leading to a significant decrease on productivity, employees lack of motivation and consequently customer dissatisfaction. Results are measured and analysed but there is still a gap between productive and efficient companies and the really successful ones. Questioned by this, leaders and analysts were driven into the complexity of culture and interpersonal communication within the company. The conclusion came fast and in an obvious way: individuals are the heart of a company and their relationship, values and way of acting is reflected all over the company’s activity. Cindy Gordon (2008) believes that “culture impacts a person’s actions, thoughts, successes and failures. It represents beliefs, behaviours and attitudes that consciously lives by”. She ends up by stating that “companies, like people, have their own unique culture”...