Corporate Culture Competitiveness the Danfoss Universe

It seems clear that the leading organizations of the future will have to be perpetual learners, with great intercultural communication capabilities and an emphasis on unleashing human potential.

Firms are shifting focus from the traditional and tangible resource factors of labor and capital to more intangible factors such as knowledge, top-line focus, consumer trust, brand and corporate image, social responsibility and organizational culture.

This is reflected in a growing interest among scholars in fields such as Knowledge Management, Organizational Culture and Intercultural Communications.



Read complete thesis by Berat Zimberi, Sarah Hempel and Uriel Alvarado Corporate Culture Competitiveness Model

The Danish MNC Danfoss presented the challenge of optimizing processes in their Japanese subsidiary, Danfoss K.K. In light of interdisciplinary studies and an interculturalphenomenon this project undertook the task of evaluating and combining current theories in the areas of organizational culture, intercultural communications and knowledge management to provide solutions and recommendations applicable and relevant to a North European MNC operating in Japan.

This paper took a strategic approach to the analysis of the issues by viewing effective knowledge management, intercultural communications, and corporate culture as both potential sources of competitive advantage and as factors management can directly influence through HRM practices. Competitive advantage gained is by harnessing the unique knowledge existent in the organization.

Theoretical review found that levels of ability, motivation, opportunity, and integration can heighten the levels of social capital and absorptive capacity and in turn knowledge transfer.

Additionally an effective transfer of core values through rich intercultural communications will improve knowledge transfer and thus culture competitiveness.

In order to make the connections between the fields clear and to aid in providing a comprehensive analysis this paper provides a conceptual model which illustrates theconnections between the fields of study, how they can be influenced, and to what effect.The aim is to bring theoretical findings to a practical level that management can apply to optimize their processes.

The empirical results revealed that Danfoss faces obstacles in the areas of motivation,integration, ability, and lacks a comprehensive HRM system to effectively improve the situation. Our recommendations to the company highlight their weaknesses, strengths, opportunities and threats, and provide the HRM practices and strategies that will enable them to optimize their processes in Japan, and create sources of competitive advantage.

Read complete thesis by Berat Zimberi, Sarah Hempel and Uriel Alvarado Corporate Culture Competitiveness Model


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