A measurement-communication-recognition framework of corporate culture change : An empirical study

Company culture, consisting of a shared pattern of basic values, beliefs, and organizational assumptions, is widely accepted as a powerful force to drive performance-enhancing behavior in an organization. Changing a well-established culture is, however, a highly complex issue. It is thus very challenging to implement a new organizational culture. This article presents the measurement-communication-recognition (MCR) framework to manage culture changes in an organization. Ten cultural elements are strategically identified, whereas a four-stage approach of implementation methodology is proposed in the framework.