Professional Documents
Culture Documents
(CASE STUDY)
CULT GIRLS :
RESPONSIBLE MANAGEMENT AND
SELF – MANAGEMENT SUBJECTIVITY AT
WORK
SUBMITTED TO
Dr.Madhumitha chatterji
SUBMITTED BY
P.Jai Pavan Manikanta
(19PGDM038)
QUESTION
Considering the public debate, hows should brian soreasen react ?
was he right to think of provocation as a part of his company’s
culture ? Or should he work to change the cult mentality towards a
culture that took better care of girls,who felt wrong about what they
did at work ? Was it his responsibility to set clear limitations to how
they invested themselves at work ? Was it his responsibility to
nourish and maintain a sustainable gender image for his employees?
Responsible management is more than just charity. It’s the deliberate
management of a corporation’s impact on society. It’s about designing your
business processes and activities in a way that meet certain social and
environmental minimum standards.
About case
Brian Sørensen is the founder of the drinks company, CULT . It was established in
1998.CULT sold a variety of energy drinks and cider products and had a team of
30 full-time employees. The organisation had a youthful and unpretentious culture
underpinned by its slogan, ‘good energy always wins’
First, the case highlights the dilemma that ensues when the workplace also
becomes a primary sphere of self-development for individual employees – a
common theme in contemporary Northern European organisational life. The case
illustrates how difficult the ‘just be yourself’ task of self-management can
be.Second, the case explores the nature of responsible management when working
with self-managing employees.
Brian's strategy was based on going beyond limits. Although some girls such as
Maria was okay with the approach there were those that felt what they were doing
was unethical. It is never pleasing to play with people's emotions just to get them
to buy products they do not even require. Some of the Cult girls such as Amanda
regret taking up the work in the first place. They indicate that it changed their
behaviours and perceptions about life. They felt demoralised and humiliated for
what they had to do for hours in the night to sell the products of the company.
Maria also agrees that it can be devaluating to work as Cult girl . The team
building activities and training that Brian talks about never really took good care of
the girls. The aim of the exercise was to alleviate fear hoping that the girls who
were not comfortable with their job would finally let go their ethical values and
adapt to the provocation culture .
The girls were instrumental in pushing the sales of the company; therefore, Brian
should have worked towards changing the mentality about the Cult girls. Their
private lives after the job were suffering at the expense of his firm's products. A
good company culture does not affect employees' private lives negatively since that
will eventually affect their productivity in the business . It is never pleasing for an
employee to know that he/she can be replaced at any time. Brian Sorensen should
have used an open dialogue management approach, where the girls would suggest
some other alternative strategist that would work for them and their reputation.
Although Brian is convinced that he took good care of the girls through the
training and team building activities, it is evident from the excerpts of Amanda and
Maria that most of the girls were not happy with their jobs. Before starting to work
as cult girls, they had a mentality of an excellent piece of work with close
attention, whoever, after they go the job reality would dawn on them that they were
being viewed as “sluts” . Employees need to feel respected and valued by both the
employer and clients ; hence, Brian should have worked towards changing the
mentality people had regarding the cult girls if the strategy was to work in the long
run.
It is the duty of every organisation to show equality between the sexes and respect
for people of either gender. Organisations need to ensure that the gender image that
its employees create is sustainable and equitable. Environmental sustainability has
over time become an integral aspect of every business plan. Many corporations
now have to consider the views and perceptions of people within their
environment. They must show that they respect the ideologies, lives and agendas
of these people. Many companies have failed as a result of ignoring the factors
within their environment. In Denmark and other parts of the world women's
empowerment and gender equality have become increasingly paramount however,
most businesses are yet to take a similar shift towards the issues of equality
between the sexes like they have when it comes to responsible social aspects.