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Organizational Culture And Competitive Advantage

1397 Words6 Pages

Organizational culture is seen to be one of the crucial components that stand out and contribute positively towards sustaining performance, and competitive advantage. Culture is perceived to be a powerful took that can create and sustain performance but only a few leaders within an organization give it the attention it deserves (Madu). With an increased amount of competition in a globalized world, companies have found the need to differentiate themselves (Mahrokian Sossie, 2010). These differentiating factors have allowed companies to thrive and sustain a competitive advantage. The organizational culture which is considered to be a major source of competitive advantage can be defined as a system of shared assumptions, values, and beliefs which …show more content…

Having a strong and confident corporate culture not only affects the company and the employees themselves, but has an affect and influence on the consumers who are on the receiving end of the transaction or interaction (Mahrokian Sossie, 2010). Through this, businesses are able to establish strong bonds with consumers which effectively leads to loyal consumers and the builds the foundation of brand loyalty, brand value is created internally which is reflected …show more content…

An organizational culture allows the business to create a differentiated brand, attract and retain loyal employees as well as build strong relationships with their stakeholders (Amin, 2012)which are, customers, suppliers and their partners. In the competitive world that we currently live in, many companies strive to differentiate themselves on the basis of cheaper prices or in offering product and/or services of higher quality (Amin, 2012). These are all conventional aspects to differentiate ones business as it is done in a continuous cycle where no business seems to prosper. Small businesses especially are very imitative, thus pick up on what competitors are doing and replicate it; at times doing it better than the competitor. Stealing a business’s competitive advantage and making it their own (Amin, 2012). One thing that cannot be replicated is a company’s organizational culture, a strong culture differentiates your brand, attracts and retains loyal employees and contributes in the building of strong relationships with the businesses stakeholders (Amin,

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