TELENOR PAKI STAN: I MPAC T OF ORGAN IZATIONAL CULTU RE O N BRAND P ERFORM ANCE

By: Muhammad Mohiuddin Baig

PRE SE NT ATION OU TL INE

Brief Overview Literature Review Research Methodology Findings & Analysis Results & Conclusion

BRIEF OV ER VIEW

Objective: To analyze the impact of organizational culture on brand performance Using a grounded theory standpoint, a survey for a sample size of 100 has been conducted to gather data on brand perception and performance Three research papers considered Base Paper: The Impact of Organizational Culture on Brand Performance

DES IGN O F STUDY

LI TERATUR E R EV IEW

AR TICL ES SE LECTED

Base article chosen: “Interactions between Organizational Cultures and Corporate Brands” by Leslie de Chernatony and Susan Cottam. The other two articles include:
◦ A Step by Step Process to Build Valued Brands by Peter Boatwright and Jonathan Cagan ◦ The Impact of Culture on Brand Perceptions: A Six Nation Study by Thomas Foscht and Cesar Maloles

ORG ANI ZATI ONA L CU LT URE

Definitions of Culture: “A company’s overall philosophy, a set of values and beliefs that shape the way people think and behave”
Hankinson and Hankinson (1999)

“The pattern of shared values and beliefs that help individuals understand organizational functioning and thus provide them norms for behavior in the organization”

CONT’ D…

Develop an understanding of the interaction between organizational cultures and corporate branding which contributes to brand performance. Corporate culture was a factor in organizational success; specifically, strong, strategically appropriate and adaptive cultures were positively associated with long-term economic performance. (Kotter and Heskett ,1992) Link between relatively open, externally oriented organizational cultures and better performance

CONT’ D…

Behavior of employees which give the brand substance and influences perceptions
(Alloza et al., 2004; Bitner et al., 1990; McDonald et al., 2001; Gabbot and Hogg, 1994)

Without an appropriate and supportive organizational culture, there is little chance of employees living the brand
(Schultz, 2003)

CONT’ D…

“There is little doubt that organizational culture affects performance; in the long run, it may be the one decisive influence for the survival or fall of the organization” (Hofstede, 1998 ) Culture has also been found to influence employee retention rates (Sheridan, 1992)

CULTU RAL P ITFA LLS T O AVOID WHE N SEE KI NG BRAN D SUCCE SS

ORGA NIZ ATIONA L CULT URE CH ANG E IN RE SPONSE TO CHANGE I N SO CIETA L V AL UES T O AC HIE VE B RAND SU CCE SS

EXCER PTS FROM THE O THE R ARTI CLE S

A company should stay focused on managing talent pool as closely as managing brands The dimension 'Rewards based on merit vs. politics' was listed as the single most important issue that drove a company's success, as well as the biggest opportunity gap

RES EA RCH M ETHOD OLOG Y

GROU NDED THE ORY

Qualitative research which is inductive From the data, emerging patterns are identified and a theoretical framework is developed, rather than testing hypotheses formed from existing theory Once data is collected, incidents within the data are compared and categories/themes are formed

SA MPLI NG DESIG N
Target

Population

◦ Current users of Telenor from NBS

Sample

Element

◦ Age: 18-25 years

Sample

Size

◦ 100 current users of Telenor from NUST Business School

Rationale

◦ ◦

Greater speed of data collection due to time constraint. The sample size is assumed to be representative of the greater population and their opinions while rendering a perfect fit with the

SAM PLING TE CHNI QU E

Judgemental sampling was used since a criterion has been defined according to which only current users of Telenor are considered in the study

RES EA RCH M ETHOD U SE D

Primary Method: Surveys
◦ Self-administered Surveys ◦ 8 Questions

Secondary Data Analysis: Previous work done on this area of research (World Wide Web)

FI NDI NGS & AN ALY SIS

CULTU RE AT TELE NOR P AKI STAN

SOUR CE S OF C ULTURE A T TE LE NO R PA KI STA N

VALU ES

ORG ANI ZATI ONAL STRU CTUR E

Organic Structure Open Culture 7 layers in the hierarchy Open communication at all levels

ORGANIZ ATIONAL ETHI CS
In most of advertisements they project themselves as the care taker of the values of Pakistani people, so they claim to cherish the core cultural norms and values of the Pakistani people.

GAI NI NG C OMPET ITI VE ADVA NTA GE

COM PAN Y RA TING (AVE RA GE OF OBSE RVA TION S)
Survey Response

BRA ND P ERFORM ANCE

Highest ARPU (Average Revenue per Consumer) In the year 2006 to 2007, Telenor Pakistan was able to increase its subscriber base by 200% It has created the second largest mobile network and the largest and most advanced data network in the local market

SU RV EY RE SP ONSE

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AWAR DS

The Pakistan Society of Human Resource Management’s Preferred Graduate Employer Award for Most Preferred Telecommunications Company 2007 among MBA students SAARC Communication Industry Conference 2007’s Most Innovative Mobile Operator Award and Mobile Operator with the Most Consumer Pull Award Telenor Global Brand Award for the year 2007

 

 

CONT’ D…

All Pakistan Dawn Aurora Advertising Awards in three of five nominated categories in March 2007 The National Forum for Environment & Health’s Annual Environment Excellence Awards 2008 The Helpline Trust’s 2nd Corporate Social Responsibility Award 2008

RESULTS & CONCLUS ION

CONCLU SI ON

Telenor entered the market when it was very competitive Through its culture and HR practices it was able to gain a competitive advantage over the others Telenor has quickly assumed the number two position behind the largest organization Mobilink, who has been operating for 13 years

CONT’ D…

The market is primarily dominated by the prepaid services The market is characterized by price sensitivity and there is a need to provide coverage to remote and northern areas

“ The p erfo rma nce o f the br an d needs to be back ed by a s tr ong c ul ture to ach ieve its obj ectiv es.”

Q & A

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