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MOHAMED MOHIYA
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A Qualitative Investigation of Employees’
Perceptions toward Core Values in a
Saudi Organization
Mohamed Mohiya,1 Prince Sattam Bin Abdulaziz University, Saudi Arabia
Abstract: The present study focuses on employees’ perceptions about the core values of a Saudi Organization. A value
is a belief that directs the actions and attitudes; it is a principle that communicates what is right and what is wrong.
Company core values are an organization’s fundamental beliefs in which employees put trust. Core values are the
highest values in a business environment that guide an organization’s behavior, integrate its employees, and establish
Introduction
A “value” is a belief that directs the actions and attitudes; it is a principle that
communicates what is right and what is wrong. Company core values are an
organization’s fundamental beliefs in which employees put trust. Core values are the
highest values in a business environment that guide an organization’s behavior, integrate its
employees, and establish its brand. Core values are reflected in individual behavior and express
the beliefs of employees in the company policies and strategies.
Core values are the guiding principles that help establish how well the company will act in
business and, when they have an additional responsibility to serve society, even beyond. Every
company operates on certain core values. Core values are generally reflected in the statement of
the mission of the organization (Agle and Caldwell 1999; Broms and Gahmberg 1983). The
company’s core values enable the organization to ensure that each employee works toward the
same common goal, from top management to entry level, and serves a strategic purpose.
Companies continue their struggle to carve out their challenging market gap in the highly
competitive global, modern business. This question is reflected in many cases across the
delivery of excellent service, regardless of whether the organization’s main product is a
physical product (Vargo and Lusch 2014). In line with the development of outstanding service,
innovation in the company’s brand is regarded as a strategic tool in the pursuit of a competitive
edge (Henkoff and Sample 1994). The formation of a positive brand and the provision of
anticipated quality of service are predicated on employees’ willingness to meet industry
standards. This article discusses the differential influence of core values that internally focused
1
Corresponding Author: Mohamed Mohiya, Assistant Professor in Human Resources Management Department,
College of Business Administration, Prince Sattam Bin Abdulaziz University, Al-Karj, Riyadh, 16278, Saudi Arabia.
email: m.mohiya@psau.edu.sa
programs have on the employees of a company and its consequent effects on the organization’s
brand. Core values are the basic principles of an individual or organization. These control
actions and can help people understand the difference between right and wrong. Core values
often help businesses create an unwavering roadmap to decide if they are on the right track and
achieve their objectives (Posner and Schmidt 1984). Value is generated through the business
strategy of a company that receives feeds from the capitals and integrates them to generate
results and effects through company practices and interactions that, in the short, medium, and
long term, build or eliminate value for the company, its stakeholders, community, and the
environment.
Dolan (2011) states that values are acquired and preserved strategic lessons. The various
principles often call for alternative strategies: the business cultures’ strategic priorities are
business domination, big goals, competitiveness, whereas the main priorities of the clan cultures
are employee growth and commitment-oriented (Cameron and Quinn 2006). Core values
underpin the company’s mission and help to shape its culture. These are the essence of the
identity of the organization-its values, ideologies, and beliefs. Many corporations concentrate
mainly on technological skills but sometimes neglect the fundamental skills and abilities that
help their businesses operate efficiently (Borg et al. 2009). Communication between employees
is vital for a better organizational culture, employee happiness, motivation, and commitment
(Nahapiet and Ghoshal 1998). Core values reassure clients and prospective customers about
what the business is about and explain the company’s brand (Pappu, Quester and Cooksey
2005). Following specific fundamental values that communicate to the community is a
competitive advantage, particularly in this competitive world.
The core values are essential as the company grows. They work as a critical guiding force for
running the company. Fostering such core values is essential to achieve an organization’s
strategies and maintain a healthy workplace environment, which ultimately increases
employees’ motivation and productivity. Value creation is necessarily about innovation
(Sandhya and Sulphey 2020; Sharma and Vredenburg 1998). The following values are what
organization should consider to ensure each employee’s awareness and understanding:
To understand the vision and mission of the company
To implement the strategy
To act in a way that aligned with business objectives
To concentrate on the performance of the team
To optimizes the efforts
To reduces the disruptions and loss
(Pappu, Quester and Cooksey 2005)
The core values guide the business and help everybody in the organization achieve its goals.
Business values are not only an internal affair of the company or limited to just some employees
(O’Reilly and Chatman 1996). Instead, it is anticipated that businesses will share their values
publicly and with the employees. The core values of the business should be acknowledged
among employees. The following points suggested by Stern and Deimler (2012):
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MOHIYA: INVESTIGATION OF EMPLOYEES PERCEPTIONS TOWARD CORE VALUES
Deliberate: A set of universal ideals should not be the values. These ought to be
unique for your business and must align with the aims of your company
Choose: Instead of seeing the beliefs as faiths, view them as decisions. However, most
businesses will say they think client service is significant.
Cost: Values come with an intrinsic expense as with any decision. Ensure you are
ready to follow your business’s core values even when avoiding them would be more
comfortable or cheaper. Values that contribute nothing for you are not worthwhile.
Action: Values lacking conviction are nothing more than meaningless words. For
example, if you suggest that your company encourages innovation, you cannot
suppress employees with an attitude of “this is how it’s been done.” Instead, you can
Review of Literature
Theoretical Underpinnings
This present study is based on Institutional Theory of Organizations (ITO). Organizations are
part of wider environment and have to deal with external and internal influences, including
cultural differences, structural regulatory policy, digitalization, competition, interpersonal
relationships, and so on. Due to this, organizational efficiency is constantly subjected to
redefinitions (Berthod 2016). This redefinition can be effectively taken care of by creating a
form of “institutionalization” within the employees. Institutions, according to ITO, include the
beliefs, rules, roles, and certain symbolic elements that can affect organizational arrangements.
The theory proposes a “new” institutionalism, which distinguishes itself from the earlier
treatment of organizations as institutions, wherein problems associated with power, politics, and
change were highly prominent. Institutions, according to the theory, involve those beliefs, rules,
and roles that can affect the organization (Scott 1991). The beliefs and rules could be regulative,
normative, or cognitive (Scott 2013), which could explain the various choices of employees in
the formal organizational structures and practices (DiMaggio and Powell 1983). The values of
employees originate from these beliefs.
Employee Values
Values remain an issue of concern about how these contribute to action and choice, particularly
values concerning ethical decision making. Researchers discovered that employee values
appeared to be associated with certain values established in their work environments (Adkins,
Russell, and Werbel 1994; Posner 1992; Schmiedel, vom Brocke, and Recker 2015; Kinias and
Sim 2016). The concept of corporate culture is often used interchangeably with corporate values
(Barrow and Mosley 2011; Minchington 2010). The normal framework is a set of core values
institutionalized by corporations with strong positive cultures. Such values help individuals in
recognizing their organization and contribute to strengthen the relationship between the
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organization and its employees (Howard 1990). In today’s business world, most companies,
particularly multinational companies, face challenges because of an unstable global economy.
Subsequently, these companies are deeply concerned about their organizations’ reputation and
image (Cheney and Christensen 2001). Thornbury (2003) explained that core values are the
principles of the organization’s deep roots that have been around for a long time, reflecting the
core of an enterprise (Neubert, Hunter, and Tolentino 2016; Saltzstein and Saltzstein 2001). The
transparency and complexity of organizational principles concerning ethical issues directly
affect managers’ behavior toward ethical decision-making (Galie and Bopst 2006). Even though
a person maintains the proper moral agency about his or her acts, studies demonstrate that
management’s moral philosophies and values significantly impact employees’ ethical decisions
Research Gap
Throughout the current literature review, it is noted that several studies have been conducted to
measure the understanding of organizational culture, work environment, and business ethics.
Still, there is a lack of insight in the context of core values and perception of workers
concerning core values. This research identifies a clear gap between core values and
Institutional Theory of Organizations (ITO).
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MOHIYA: INVESTIGATION OF EMPLOYEES PERCEPTIONS TOWARD CORE VALUES
Methodology
Research Method
The particular approach the present research adopts is document analysis extracted from an
organization’s technological platform. Analysis of documents, like any other qualitative
analysis approach, demands that the data be analyzed and interpreted to question significance,
gain understanding, and establish empirical knowledge (Rapley 2008). The documents used in
the present study were obtained from an internal technological platform containing employees’
interactions and discussions about the Saudi Organization’s core values. The company has
encouraged its workers to communicate freely with one another and speak on the company’s
core values. The document analysis was developed from employees’ first-hand observations,
without the researcher’s intervention, which minimizes bias potential. All records contain
unedited text directly taken from the participant’s website and unchanged (Merriam 1988).
Analysis Method
Thematic analysis was conducted to analyze the present study’s data sources, as it provided
some consistency in the methodology while examining qualitative data. Thematic Analysis
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ORGANIZATIONAL CULTURES: AN INTERNATIONAL JOURNAL
(TA) is the basic tool used to examine the documents. It is a simple tool for analyzing
qualitative data derived from various sources, and it provides versatility through qualitative
research. TA assists in identifying, interpreting, and reporting themes inside the data (Braun and
Clarke 2006).
Sampling Method
A manual coding procedure has been conducted in the present work to allow the author the
chance to comment on the results (Jones, Wicks, and Freeman 2017). Furthermore, even though
the investigator has invested substantial time and energy in the reading of the organizational
Table 1: Frequency, Percentage, and Ranking of Themes about Core Values of 99 Respondents
Themes with relation to Core Values Frequency Percentage Ranking
Employer Branding 72 71 1
Recognition of Employees 3 2 9
Profit and Employees 4 3 8
Employees Satisfaction 5 4 7
Organizational Culture 7 6 5
Employees Reliability 9 8 4
Better Communication 5 4 7
Success in Business 9 8 4
Employees Accountability 7 6 5
Fairness Policy 6 5 6
Employees Commitment 10 9 3
Employees Safety 11 10 2
Source: Mohiya
The above themes are found in the data after analyzing the documents after content analysis.
The themes set out in the table are explained in-depth step by step.
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MOHIYA: INVESTIGATION OF EMPLOYEES PERCEPTIONS TOWARD CORE VALUES
In the present study, employees believe that the Saudi Organization’s core values focus on the
organization’s success and these core values of business help develop the employees’ attitude.
These core values play a significant role in a business’s brand strategy and create a better and
reliable distinguishing component in the employees. Branding of businesses is progressively
shown as a philosophy to assure that the brand promise is provided to staff members by
molding employees’ attitudes. Traditional brand management frameworks give employees low
priority as brand builders with a greater focus on external problems such as the image of the
company. Employee branding made significant contributions to the need to harmonize the
The business’s profit and values are related in terms of relationship that when company makes
large profits, they share the profits with the stakeholders, i.e., employees and shareholders, in
the form of bonuses and dividends (Goss and Roberts 2010). Few employees believe that the
values of the Saudi Organization impact the business’s culture, brand, and business strategies.
Employee success depends on the company’s earning capacity; if the company is making more
profit, it gives employees more return, which leads to higher employee attitude. The employees
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also believe that the company’s success relies on earning more wealth and creating values
(Svetlik 2004). Moreover, it ensures long-term stability and confidence within the employees
(Heinkel, Kraus, and Zechner 2001; Pantzalis and Park 2009; Fama and French 2007).
A few employees in the Saudi Organization believe that their organization’s core values have
credibility, respect equality, integrity, and togetherness. Consequently, they believe these values
contribute to employee satisfaction (Knoop1994). The theoretical evidence from the data
indicates that the set of features of employee satisfaction, such as profit, recognition, reliability,
The analysis of the findings reveals that some employees believe that organizational culture as a
core value motivates employees’ learning, increases communication effectiveness, enhances
decision-making, and resolves conflict among employees. It is the Saudi Organization’s
employees’ opinion that organizational culture primarily shapes attitudes, actions, and
understanding of employees. The research further shows that the organization’s culture helps
improve the company’s efficiency, and the culture creates a sustainable competitive edge and
employee values and beliefs (Zohar and Hofmann 2012; Denison and Spreitzer 1991; Lim
1995). Relationships between core values and ethics have been observed by Jin and Dorzdenko
(2010). Employees also agreed that a healthier culture increases employees’ loyalty and
strengthens relationship between superiors and subordinates (Barney 1986; Bloor and Dawson
1994; Cameron and Quinn 2011; Hartnell, Ou, and Kinicki 2011)
The Saudi Organization’s employees believe that aligning with a company’s values is not only
one of the main reasons that employees love where they serve. A good number of employees
from the sample having the viewpoint that core values for organizations such as realism,
trustworthiness, and creativity become the foundation of a healthy business environment
(Berson, Oreg, and Taly 2008; Jaw et al. 2007). The employees believed that the Saudi
Organization values workers who are ready to work hard and understand. This positive core
value leads to employees who perform and overcome work-related challenge (Chor, Coutinho,
and Laurenti 1999; Gursoy, Chi, and Karadag 2013; Kuchinke 1999).
Few employees in the Saudi Organization believe that each department/business line has certain
values and that it is important to increase communication with other departments within the
company to share those values with its employees. An interpersonal communication gap was
found between the employees and the management. Good communication leads to teamwork,
maintains healthy relationships, and creates a good environment in the organization. The
employees also feel that better communications must be a priority of the core value agenda,
most of the time before values are implemented. Managers fail to efficiently and effectively
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MOHIYA: INVESTIGATION OF EMPLOYEES PERCEPTIONS TOWARD CORE VALUES
seek feedback from employees. The next phase in adoption occurs as organizational values are
determined and shared across the enterprise for better communication. Malbašić and Brčić
(2012) analyze the communication mechanism with the stakeholders.
Leaders who recognize and use core values have a better chance to implement them in the
enterprise and match the employee’s behaviors with the company’s overall goal. Grof (2001)
examined the role of communication in the processes of core values formation and execution.
Communication’s most crucial function is to transmit and interpret information. These shared
values among multinational employees can help with a higher level of confidence and a better
understanding and communication (Nahapiet and Ghoshal 1998).
A good number of employees in the Saudi Organization believe that the core values contribute
significantly to a better and healthy workplace. These values offer motivational meaning to
behavior that helps the company’s core business and guides activities (Gorgievski, Ascalon, and
Stephan 2011). Employees believe that the company’s success lies within the fundamental
values and core values embedded in the attributes given, such as transparency, communication
fairness, respect integrity confidence, equality, and job security (Aronoff and Ward 2011;
Schiebel and Pöchtrager 2003). The research reveals some of the employees perceive that
employees are motivated by the company’s core values to grow and develop their attitude. This
is in line with the findings of Berkhout and Rowlands (2007). The Saudi Organization is a
successful company with several core values that support its employees in achieving personal
goals and organizational goals, and it is important to encourage ideas for the development of
employees at all levels of the business (Kinias and Sim 2016; Mackie 2018; Schmiedel, vom
Brocke, and Recker 2015; Sulphey 2020).
The employees at the Saudi Organization believe that accountability is supported by their
organization as a core value, and applied accountability significantly impacts work and
performance. Employees believe that the core value of accountability is not transparent enough
because there is an ambiguous explanation and application of accountability as a core value. It
will result in defective and deteriorating the company’s values (Soltani and Maupetit 2015;
Kilby 2006). Employees also agreed that accountability is an incredibly challenging language
and mechanism for addressing communication commitment, teamwork, and eventually
delivering the company’s expected core goals. Employees feel that accountability is seen and
endorsed by everyone in the organization with a sense of clarity and reliability (Hulstijn and
Burgemeestre 2015; Louis and Mintrop 2012; Chisolm 1995; Lindberg 2009; Waddock 2004).
Some of the employees demonstrated a positive perception toward the fairness policy of the
company; that it urges the employees to follow ethical standards at all aspects of work and
fairness and helpsin creating the right environment. The company policy to treat their
employees equally is well aligned with the core values of the company. The employees also
believe that fairness enhanced the organization’s commitment (Peterson 1994; Hantzopoulos
2013; Duff, Rubenstein, and Prilleltensky 2016; Skitka and Bravo 2005).
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Most of the employees demonstrated a positive perception about the commitment and values of
the company. The employees believe that employee commitment contributes to group activities,
such as teamwork, and to creating a business work environment, or work culture (Dessler 1999;
Dolatabadi and Safa 2010; Sulphey 2019). The employees are most engaged with their jobs and
work to be happy and effective. They also feel proud both internally and externally for their
company values that control the organization’s work environment. Employees who were
committed toward the company proved to be an asset to the organization and became loyal
Most of the employees revealed a positive attitude toward the safety and value of the company.
Most of the employees are concerned with positive corporate culture, workplace safety, and
wellbeing effects. The employees shared a common view about the values and continue to drive
methods to avoid workplace injuries in the working environment. Employees have expressed a
vital concern for safety culture, respect people, and demand a safe and secure workplace (Agwu
2012; O’Toole 2002). Workplace staff is perceived as the most important resource, and together
with productivity, quality and compensation, security and health are valued in the company
(Quartey 2017; Martínez-Córcoles 2011; Guldenmund 2000; Scott 2016).
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external, need be applied in all business situations. Without values, employees inside the
company will distrust their employers and, consequently, lose their sense of unity and loyalty.
Limitations
All research has limitations. This study used a single method—namely content/document
analysis—and this considered a limitation. Different methods, such as questionnaires or in-
depth interviews, could be used. Secondly, the sample was limited (99 participants). Another
drawback of this study is that the research was carried out in a single nation, i.e., Saudi Arabia,
and findings could differ from country to country.
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