Essay regarding Creating and Strengthening Organizational Culture: the Experience of Digi Malaysia

Creating and Strengthening organizational culture: The expertise of Digi Malaysia




Power Length

Individualism compared to collectivism

Masculinity versus feminity

Uncertainty Elimination




Lifestyle is a global phenomenon that derived from social, economic, legal, political and religious rules, values and traditions from the society. Lifestyle shapes the behavior of individuals to act accordingly in several situations faced by the individuals in all spheres of your life. An company culture is often defined as a set of beliefs, ideals and presumptions that are shared by members of an firm (Schein, 1985). In equally personal and organizational level, it is assumed that organizational culture supplies a competitive advantage and has a considerable impact in growing employee–manager romantic relationship. The effect of organizational culture upon organizational overall performance has been confirmed in many research. For example , a number of researchers (e. g., Paparone, 2003; Jones and Shilbury, 2004; Ezirim et 's., 2010) include addressed the numerous roles of developing, managing, and changing organizational culture for the purpose of increasing overall organizational success and performance.

Hence, creating and fortifying of corporation culture of the company is an extremely important method in ensuring company continuous success. With this study, the organizational lifestyle of Digi Malaysia was studied applying Hofstede's organizational dimensions. Digi Malaysia can be third largest phone service company in Malaysia after Maxis and Celcom. Being certainly one of three portable telecommunications providers in Malaysia, DiGi is normally regarded as the smallest in terms of marketplace capitalisation and subscriber base. Despite the size, DiGi has undoubtedly made itself heard throughout the creative ways it has located to reinforce the brand's image, and product and assistance offerings that constantly problem the market discuss of the two greater rivals.

DiGi provides stamped the mark with many achievements over time. It was the first in Malaysia to deploy a fully digital cell phone network in 1995, initially in pre-paid service more than a decade ago, first in automatic worldwide roaming and GPRS in 2002, first in multimedia messaging service in 2003, initially for high-speed data network in 2005, first in postpaid with zero monthly fees in 2005, initial for 1-Low-Flat-Rate for any network, anytime, anywhere in 2006, initially in mobile phone podcasting in 2007, 1st in portable instant messaging in 2007, initially in personal accident insurance coverage via the mobile phone in 2008, initial for endless mobile music portal in 2009, first in shared mobile network facilities in 2010 and first to introduce a family-friendly high speed plan through partnership with McAfee lately. (Malaysia Productivity Corporation 2011). MEASURING COMPANY CULTURE

Over the last 10 years, the issue concerning the approach to evaluate culture and its impact have been completely significantly debated. Several studies by Hofstede (1980/1998/2001) measured organizational traditions and develop new theory. Whereas different study give attention to the theory and aim to search empirical validation (House ou al. 2004). Although there were many dimensions of company culture had been studied, Hofstede (1980) four culture measurements is recognized as the most well known and widely applied in management and organization study (e. g., Van Everdingen and Waarts 2003; Waarts and and Everdingen 2005; Catana and Catana 2010). For instance, in a recent analyze among Romanian finance sector, Catana and Catana (2010) discovered that the industry provides high value and practice for 2 types of culture; male or female egalitarianism (masculinity) and collectivism (opposition to individualism). Consequently , Hofstede's four " dimensions” of culture applied in this study namely: -

1) POWER DISTANCE - The level to which the less effective members of your organization accept that...

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