Professional Documents
Culture Documents
N eil R. Anderson
Department of Psychology, Goldsmiths College, University of L ondon, UK
F iona Patters on
Department of Psychology, University of Nottingham, UK
Organizational culture is a popular but elusive concept which has been variously
de ned as: a system of publicly and collectively accepted ‘meanings’ which operate
for a group at a particular time (Trice & Beyer, 1984); a pattern of ‘basic
assumptions’ developed as the group or organiz ation learns to cope with its
environment (Schein, 1985); and more simply as ‘the way we do things around here’
(Deal & K ennedy, 1982). Y et despite the numerous culture change programmes
that have been initiated by organizations in recent years, eVorts directed at
identif ying speci c, observable and therefore measurable features of organiz ational
culture have met with far less success. Moreover, the transmission of cultural values
*Requests for reprints should be addressed to Joanne Silvester, Department of Psychology, City University,
Northampton Square, London E C2V 0HB, UK (e-mail: J.Silvester@ city.ac.uk).
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2 Joanne Silvester et al.
also remains a neglected area in organizational psychology (e.g. OstroV &
K ozlowski, 1992; Wanous, 1992) and whereas attempts have been made to measure
culture’s sister concept at the team level, group climate, there remains a dearth of
research which focuses upon deeper stratas of shared culture in work groups
(Anderson & West, 1994, 1998). Indeed, the lack of integrative theoriz ing or
models of application in occupational psychological research into organiz ational
change has been noted by several authors (Paul & K oopman, 1992; Hosking &
Anderson, 1992). The eVect of this has been to mitigate the clarity with which
organizational culture, and in particular culture change, is viewed within our
discipline.
Given the continuing popularity of organizational culture as a focus for
organizational change, there is clearly a pressing need for new methods by which
culture and culture change can be systematically, reliably and meaningfully assessed.
In an eVort to meet this need, we propose a socio-cognitive model of organiz -
ational culture which identi es causal attributions as fundamental units of analysis
and their communication as a means by which cultural beliefs are transmitted and
shared between group and organizational members. This model is used as the basis
for a case-study of an ongoing culture change programme within a multinational
manufacturer based in the UK . The investigation employs attributional analysis, a
methodology which involves the identi cation, extraction and coding of spoken
attributions produced during semi-structured interviews by individuals from key
stakeholder groups in the culture-change programme. By quantifying the patterns
of attributions held by members of diVerent stakeholder groups, we demonstrate
how it is possible to identify shared and discrepant causal beliefs regarding the
causes of successful and unsuccessful organizational change. Finally, as at-
tributional analysis is a novel methodological approach in this context, a detailed
discussion of potential advantages and disadvantages with respect to analysing,
measuring and thus, potentially, ‘tracking’ culture change is provided.
Initially, however, it is necess ary to note brie y the context of this case study into
culture change within the host organiz ation. In common with many other
manufacturing organiz ations over recent years, this company had begun to
introduce a planned programme of culture change in accordance with the tenets
of Total Quality Management (TQM: Deming, 1988; see also Anderson,
Rungtusanatham & Schroeder, 1994; Spencer, 1994; Waldman, 1994). This pro-
gramme centred upon a major training and development interv ention, futher details
of which are described later in this paper. The point to note, in essence, is that the
training programme constituted the principal method utilized by the organization
to attempt to initiate culture change. Although numerous researchers have
articulated the problematic nature of changing an established organiz ational culture
(e.g. Schein, 1985; Thompson & Luthans, 1990), few empirical studies, which
evaluate with any robustness the outcomes of alternativ e methods of cultural
change interventions , have appeared (see also Denison, 1996; Pettigrew, 1985;
Pheysey, 1993). Moreover, training programmes are only one of a range of potential
methods for culture change at the disposal of organiz ational development
practitioners (Rogers & Byham, 1994; Schein, 1985). Indeed, Schein (1985)
distinguishes between ‘primary’ and ‘secondary’ levels for culture change; the
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Organizational culture change 3
former including more direct strategies , such as modifying organiz ational structure
and work design, the latter including more tangential approaches, such as changing
appraisal system dimensions, reward strategies, and training and development
provisions . Schein argues that a combination of levers, both primary and secondary,
is needed in most situations to ensure cultural transformation and to overcome
resistance to change and systemic homeostatsis (see also Pheysey, 1993; Thompson
& Luthans, 1990). Notwithstanding the intractable diYculties in de ning and
measuring success in culture change interv entions , the present study presents a
novel analysis of attempted culture modi cation through a single secondary
lever—a major training programme.
Methods
Host organization
The host company was a multinational engineering and manufacturing organization based in the UK
and employing some 30 000 people. The organization has recently instigated an extensive training
programme based on the principles of Total Quality Management (TQM) (Deming, 1988) and
designed to aVect cultural and behavioural change in the company. The objectives of the programme
were to provide trainees with an understanding of TQM planning and development approaches ,
together with the knowledge and skills essential for eVective cross-functional teamworking. A
fundamental tenet of this training programme was that it integrated TQM techniques with behavioural
skills training as a means to eVect culture change within the organization. The training programme was
extensive and involved the commitment of substantial organizational resources. It consisted of
37 days oV-the-job training grouped into seven modules, each of which was designed to instigate
personal and culture change through the enhancement of teamwork, cooperation and communication,
and through changing staV attitudes to quality engineering processes. The completion of all modules
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Organizational culture change 5
takes approximately 18 months and the programme was being delivered to over 4000 engineers based
in the UK and Germany. Twenty full-time trainers and two training coordinators (11 British,
11 German) were seconded from engineering functions around the company to deliver the modules
in both companies and the organization has committed itself to a detailed, multi-method evaluation
programme being undertaken by the researchers.
Stakeholder analysis
A multi-method evaluation strategy was designed to validate the impact of the programme as a
planned organizational change intervention (Patterson, Anderson & Ferguson, 1994a; Patterson,
Fergus on & Anderson, 1994b). This included pre- and post-course questionnaires, psychometric
measures of attitudes, structured interviews and stakeholder analyses of inter-group diVerences
between groups of staV aVected by the programme. The quantitatively based measures involved large
samples of staV and are reported elsewhere (Patterson et al., 1994a,b), and so this paper focuses on
results from the qualitative methodology of analysing the spoken attributions produced by
participants during stakeholder interviews.
Stakeholder analysis (Guba & Lincoln, 1989; Burgoyne, 1994) was chosen as the methodology for
enquiry. The analysis is based on the view that events in organizations have a number of ‘stakeholders’
who aVect, or are aVected by, their experience of the event. This experience then leads stakeholders
to develop a construct or to conceptualiz e the event in some way. Stakeholders are thus de ned as ‘the
agents, interested parties, bene ciaries or indeed victims, involved in an event or process, and their
views are of interest because their perceptions and constructs may be diVerent’ (Burgoyne, 1994,
p. 190). Stakeholder analysis therefore provides a methodology in which diVerent constructions and
causal beliefs for given events can be elicited and understood. It is seen as a broad organizing principle
for research within which it is possible to use more tactical research methods, e.g. interview,
observation of behaviours (Burgoyne, 1994). In this study, the analysis proceeded by identifying
stakeholder groups and then designing semi-s tructured interviews with a representative sample of
interviewees from each group.
Sampling framework
Three key stakeholder groups were identi ed: managers, trainers and trainees. The management group
was originally responsible for the instigation of the training programme and for its broad strategic
intent and principles as an intervention. They had also completed, as a minimum, the rst module of
the training programme. The trainer group comprised the full-time trainers involved in delivering the
programme and, it should be noted, this group also had input to the detailed design of the modules
in the early stages of ‘translating’ the vision of the management team into a feasible training
intervention. The trainee group included a random sample of engineers from each engineering
department who were approximately half-way through the training programme.
A total of 22 stakeholders (all from the UK and all male) were interviewed across these three
groups, comprising 11 trainers, 7 trainees and 4 senior managers. Although this is relatively small
sample compared with questionnaire-based studies or with the sample included in the quantitative
evaluation of the programme, the total numbers of attributions elicited (see below) exceeded 1200
distinct and codeable causal statements. The focus of this methodology, it should be noted, is thus on
an in-depth review and appreciation of individual stakeholder’s structuring of their attributional
statements and their construal of emergent events within the culture change process.
Stakeholder interviews
All interviews were conducted by F.P. They lasted approximately one hour and were semi-s tructured
in format in order to ensure that, while the same questions were asked of each participant, individuals
were free to discuss in more detail those issues which they considered particularly important. The
interviewer did not explicitly request causal attributions, but asked a series of open questions,
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6 Joanne Silvester et al.
including ‘What do you consider to be barriers to the success of the programme?’, ‘How would you
describe the culture in this organization?’ and ‘How (if at all) has the programme changed the way in
which you work?’. Interviews were audio-taped and then transcribed verbatim.
Coding procedure
Stage 1: E xtraction of attributions. Spoken causal attributions were identi ed and extracted from
interview transcripts using the de nition adopted by Joseph, Brewin, Y ule & Williams (1993) as those
‘statements identifying a factor or factors that contributed to a given outcome’ and where ‘a stated or
implied causal relationship had to be present’. Examples include: ‘by cooperating with each other and
bringing together all the appropriate skills, we end up with a good product’, ‘the programme is
eVective because it gets the engineers to really think in a structured way about a problem and identify
root causes’, ‘they’re having diYculties attracting trainers, because the only way of moving up the
career ladder at present is through the management side of technical teams’.
Stage 2: A gent–target coding. Following extraction, individual attributions were rst coded for ‘agent’ and
‘target’; where an ‘agent’ is de ned as ‘the person, group or entity instrumental in causing change or
bringing about the outcome of the attribution’, and a ‘target’ as ‘the persons, group or entity
in uenced, changed or acted upon by the agent’. Analysis of agent and target coding allows a
preliminary investigation of the organizational groups that interviewees nominate as being most
in uential in causing events to happen or those groups most likely to be in uenced by, rather than
in uencing of, change. In order to focus the research, agent and target categories were restricted to
groups considered important to the culture-change programme: ‘company’, ‘the programme’
(including trainers, the training course and the culture change programme), ‘senior’ and ‘middle-
management’, ‘self’ (speaker), ‘colleagues’ (including company employees generally), and ‘speci c
department’ (e.g. ‘sales’). ‘Other’ was used for agents and targets which did not t into any of these
groups. So, in the example: ‘Going on programme modules has made me re-think the way I plan my
team meetings’, agent would be coded ‘the programme’ and target would be ‘self’. In the few cases
where more than one agent or target was nominated by an interviewee, a policy of hierarchical coding
was adopted. For example, where it was unclear whether the individual was describing an event which
aVected the programme or the company more widely, the target would be coded company because
this category could include the programme. In the nal analysis, however, very few attributions were
generated for certain agent–target categories , consequently only agent and target categories for ‘self’,
‘company’, ‘the programme’ and ‘employees’ were included in statistical analyses of agent–target data.
Stage 3: Modied L A CS coding. Next, extracted attributions were individually coded using a modi ed
version of the Leeds Attributional Coding System (LACS: Stratton, Munton, Hanks, Heard &
Davidson, 1988). This is a method for coding spoken attributions which provides for binary ratings
on each of four causal dimensions: stable–unstable (how permanent or long-lasting the cause is
perceiv ed to be); global–speci c (whether or not a cause is perceiv ed as important or in uential);
internal–external (causes which originate in the person or group being coded vs. situational causes);
controllable–uncontrollable (whether or not the cause is perceived as controllable or open to in uence
by the person or group being coded). Internal and control dimensions can be coded separately for
agent and target, so it is possible to code whether the cause is deemed to be open to in uence by the
agent (control for agent) and/ or the target (control for target). In addition to these dichotomous
codings , a third rating ‘uncertain’ was used when an attribution was ambiguous or included insuYcient
information for coders to make a decis ion. More detailed de nitions and examples of coded
attributions are provided in Table 1.
As the LACS was originally developed for use in clinical research, de nitions were modi ed slightly
to take account of the nature of attributions found in the organizational context. So, for example, in
the case of ‘global–speci c’ a cause was coded ‘global’ if it in uenced a range of important outcomes
at a company level rather than a more limited range of outcomes at an individual or group level. A
fth LACS dimension (personal–universal) was originally designed for use in clinical contexts and, as
such, was not considered appropriate for this study. In addition, attributions were coded according to
whether they referred to a ‘negative’ or ‘positiv e/ neutral’ event and whether they described an ‘actual’
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Organizational culture change 7
Table 1. Causal dimensions, de nitions and examples
event (which had either happened or was on-going) or a ‘hypothetical’ event (which the interviewee
anticipated might occur in future should certain conditions be satis ed). Finally, a number of content
categories were included, speci cally whether or not individual attributions described some aspect of
‘quality’ (2 = yes, 1 = no), whether they mentioned organizational ‘culture’ (2 = yes, 1 = no), and
whether the attribution described an example of success ful behavioural or organizational ‘change’
resulting from the programme (2 = yes, 1 = no).
Table 2 reports the means, standard deviations, j coeYcients and intercorrelations for all coded
dimensions. Coding reliability was obtained by comparing codings for 38 attributions randomly
extracted from interview transcripts, that were made by three raters, each of whom had varying
8
Table 2. Descriptive statistics, j values and intercorrelations for all coding dimensions
Mean SD 1 2 3 4 5 6 7 8 9
8. Culture 1.87 .33 2 .04 .20*** .05 .00 2 .15*** 2 .17*** 2 .02 .466
9. Change 1.49 .50 .05 2 .05 .06* .01 .12*** 2 .02 .11*** .01 .843
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Organizational culture change 9
experience with the method and the company: coder 1 had considerable experience working with the
company, but no prior experience of the methodology; coder 2 had no previous experience with the
company, but had used the methodology in a number of clinical contexts; coder 3 had no previous
experience of the methodology or of the company. With the exception of ‘control for agent’
(j = .198), which was subsequently excluded from analyses, j coeYcients for coding dimensions were
mostly acceptable or good (Fleiss , 1971). ‘Internal for target’ just failed to achieve acceptability: as the
agreement between coders was 76.3% it was decided to include this dimension in analyses.
As a total of 1230 attributions were extracted from the verbatim transcripts, even quite moderate
correlations reach signi cance levels, as shown in Table 2. However, few correlations are above .20,
and only a single correlation, between control for target and control for agent, is .40. Thus, the general
pattern of intercorrelations suggests that the attributional dimensions are orthogonal to one another.
Only the correlations between internal for agent and internal for target (r = .26, p< .001) and between
Global and Culture (r = .20, p< .001) are noteworthy.
With respect to the outcome dimension of change resulting from the training programme, only two
correlations were signi cant: change correlated .12 (p< .001) with controllable for agent, and .11
(p< .001) with quality. It is perhaps surprising that more signi cant correlations between coded
dimensions were not found, as all statements were coded across all dimensions. However, this could
be due to the sheer variety of attributional statements made by interviewees even though the research
interview was in a semi-s tructured format.
Results
Of the 1230 attributions extracted from the transcripts, 617 (50.16%) described
positiv e or neutral events and 613 (49.84%) described negativ e events. In addition,
767 attributions (62.36%) concerned actual events and 463 attributions (37.64%)
referred to hypothetical or future outcomes. A breakdown by group found that
trainers produced a total of 571 attributions (mean = 51.91, SD = 21.83), trainees
produced 453 attributions (mean = 64.71, SD = 32.76), and managers produced
206 attributions (mean = 51.5, SD = 37.28). Therefore, despite diVerences in total
numbers of attributions which re ect group size, mean numbers of attributions
produced by individuals in each group were approximately equal. However, the
three groups diVered in terms of the proportion of negativ e and positive
attributions they produced with trainees producing a signi cantly larger proportion
of positiv e attributions than either managers or trainers (v 2, p < .001). In order to
explore in more detail those attributions where either the company or the
programme were identi ed as agents, these were extracted from the data and
analysed separately. Table 3 demonstrates the distributio n of positive and negative
attributions of actual and hypothetical events.
It was predicted that a greater proportion of attributions referring to positive-
actual events than positive-hypothetical, negative-actual or negative-hypothetical
attributions, would provide more substantial evidence that individuals believed
successful change was being achieved. When the programme was identi ed as agent
(total number of attributions = 413), 61.4% of attributions for actual outcomes
were positive and 38.6% were negativ e, and in the case of hypothetical or future
outcomes, 73.6% were positive and 26.4% were negative. This pattern of attri-
butions suggests that, overall, those interviewed considered that the programme
was having a positiv e in uence on change and they were even more optimistic
about future outcomes. However, in the case of attributions where company was
nominated as agent (total number of attributions = 212), only 25.7% of attributions
10
Table 3. Positive and negative attributions by all groups for actual and hypothetical events
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Organizational culture change 11
Table 4. Descriptive statistics and percentage of positive and negative attributions by
stakeholder group
referring to actual events were coded positive, whereas 74.3% were coded negative.
In the case of attributions for hypothetical or future events, 57.4% concerned
positiv e outcomes and 42.6% concerned negative outcomes. This represents a less
favourable picture of general beliefs about the company’s involvement in change,
but although the proportion of negative future events remains high, it is lower than
that for actual outcomes, suggesting a certain optimism with respect to future
company outcomes.
Cognitive maps
To explore inter-group diVerences further, a series of inter-correlation matrices
using Pearson’s r were computed within each group. Managers’, trainers ’ and
trainees’ attributional codings were correlated across six main coding categories
(change, global, culture, quality, internal and stable) in order to examine relation-
ships between these constructs from attributional statements made by interv iewees.
Particular attention was given to how each group perceived the change dimension
as correlated with all other dimensions on the grounds that this construct consisted
of attributional statements relating to whether the training programme would result
in successful organizational change. The inter-relationships between change and all
other dimensions thus illustrate the group’s collective perception of the organiz -
ational change process: how long-lasting it is expected to be (the stable dimension),
whether it is perceived as being under the control and in uence of stakeholder
individuals involved (the internal dimension), the extent of likely change (the global
dimension) and the links between successful change and organizational culture and
quality.
Consideration was given at this stage to the use of log–linear modelling
procedures to attempt to predict the change dimension as the dependent variable
from all other coding dimensions as predictor, or independent variable. Indeed,
several preliminary log–linear models were computed using the LOGIT procedure
on SPSS-PC (Norusis, 1993), but all failed to demonstrate parsimony in terms of
accepted goodness of t statistics (see, for instance, Agresti, 1989; K riska &
Milligan, 1982). Figures 1, 2 and 3 illustrate each group’s cognitiv e map.
Comparing the cognitive maps derived for each of the three groups, notable
diVerences are apparent in relationships between dimensions. This would suggest
that each group perceiv es the process of change diVerently and is likely to construe
events arising from the training interv ention through a fairly idiographic cognitive
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Organizational culture change 13
F igure 1. ‘Cognitive Map’—Senior Managers Group. N = 97–100 dependent upon cell sizes.
*p < .05; **p < .01; ***p < .001. Non-signi cant relationships (Pearson’s r) only between change and
other coding categories shown for clarity.
F igure 2. ‘Cognitiv e Map’—Trainers Group. N = 264–265 dependent upon cell sizes. *p < .05;
**p < .01; ***p < .001. Non-signi cant relationships (Pearson’s r) only between change and other
coding categories shown for clarity.
map which may also act as a sense-making heuristic (Pheysey, 1993; Reichers &
Schneider, 1990). Substantial inter-group diVerences in perceptions of the change
process clearly has major implications for the successful management of this
interv ention a nding which we return to later.
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14 Joanne Silvester et al.
F igure 3. ‘Cognitive Map’—Trainees Group. N = 250–252 dependent upon cell sizes. *p < .05;
**p < .01; ***p < .001. Non-signi cant relationships (Pearson’s r) only between change and other
coding categories shown for clarity.
Discussion
This study has presented a novel methodology for examining socio-cognitive
aspects of cultural change in organizations. Based upon an hypothesiz ed socio-
cognitive model of organiz ational culture, this methodology was operationalized in
the empirical case study presented in this paper by eliciting and content analysing
a large sample of attributional statements made by indiv iduals involved in the
culture change interv ention. This culture change interv ention, a major training
programme in a multinational manufacturing organization, permitted the identi -
cation of three stakeholder groups—managers, trainers and trainees . Summarizing
the results of this study, four main ndings were apparent:
(i) all three groups considered that the programme would produce positive future
outcomes;
(ii) trainees made a signi cantly higher proportion of positive attributions than
either managers or trainers ;
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Organizational culture change 17
(iii) the trainers made signi cantly more negative future-oriented outcome attribu-
tions than either managers or trainees;
(iv) cognitiv e maps illustrating perceptual relations between dimensions diVered
notably between the three stakeholder groups.