Van hoa va vai tro cua van hoa doi voi to chuc
Phan Thi Thanh Hoa Truong Dai hoc Kinh te Q\\6c 6k\
Ngdy nay, trong ndn kinh td thj hudng, doanh nghiep mudn phdt trien san xudt, kinh doanh, md rdng th| trudng, nang tdm thuong hi$u, khdng edn cdch nao khac la phai chfl trgng tdi van hda td ehuc. Trong bai vidt nay, tac gia da tdng hgp lai mdt sd khai niem ca ban vd van hda td chue, dua ra mdt sd md hinh do ludng van hod td chiic tidu bidu, qua dd nhdn manh vai hd cfla van hoa ddi vdi sy phdt tridn bdn viing eua doanh nghidp.
LDatvande
van hoa td chiic Id mgt pham trfl dang ddn nhdn dugc su quan tam cfla cdc nhd qudn ly vd nghidn ciiu.
Cung vdi sg phat hidn cfla kinh td - xa hdi, vdn hod td chiic eung dugc nhin nhan dudi nhieu gdc do khdc nhau. Vdn hod td chiic la linh hdn, la tai sdn het siic quan hgng cua eae doanh nghiep. Vi thd, vide hidu dung dung ban ehdt eua van hoa, tii dd xay dyng dugc van hoa td chiic mdt each bai bdn, khoa hgc la vide hdt siic quan hgng.
2. Khai niem va vai hv ciia van hoa doi voi to chiic 2.1, Mdt so khai niem ca ban vd van hda td chuc Khai nidm van hod td chiic dugc eac nha nghidn ciiu va cde nhd qudn ly ddc biet quan tam vao nhung nam 70 eua the ky XX, gdn vdi su thdnh edng mdt cdch thdn ky efla eae edng ty Nhdt Ban. Khdi nidm van hod td chu'c cd the dugc hidu dudi nhidu gde do khdc nhau. Theo Elliott Jaques (1952), "vdn hod td ehiic dugc hidu la thdi quen, cdch nghi tmydn thdng vd cdeh ldm vide trong td chiic duoc chia sd bdi tat ca cdc thanh vien hong td chiie". Theo Adrew Fettigrew (1979), "van hda td chiie Id he Uidng nhung y nghia chung dugc chdp nhdn rdng rai bdri nhung ngudi lao ddng hong Uidi gian nhat djnh". Robbin (2003) lai cho rdng: 'Van hda td chflc la mdt hd thdng y nghia chung dugc gin giii bdi cdc thanh vien eua to chiic, qua dd cd \hi phdn bidt td chiie ndy vdi td chfl-c khdc". Cdn Schwatz vd Davis (1981) dinh nghia: "Van hod la mdt hinh tiiuc cfla cdc tin ngudng va tham vgng cua ede tfianh vidn hong mdt td chiic. Nhflng tin ngudng va tiiam vgng nay tao nen mdt quy tdc chung dnh hudng m^nh me ddn vide hinh thdnh cdc hdnh vi ca nhan va nhdm ngudi hong td chiic". Theo Kapferer (2000),
"van hoa" la nguyen tde co ban dieu khidn thucmg hi§u. Khia c?nh "van hod" thudc ndi bd cdng ty, nd tich hgp Uiuang hidu hong td chiic va rdt cdn thidt cho vide phdn bi^t thuong hieu (Kapferer, 1986, 2008).
Deshpande vd Webster (1989) xdc djnh vdn hod td
chflc nhu Id "md hinh chia se gia tri va nidm tin, giup cac cd nhan hieu duge chiic nang td chiie va do dd cung cap cho hg eae tieu chuan va hanh vi trong td chiic". Mdt trong nhiing djnh nghia dugc dflng phd bidn nhat khi nghien ciiu vd van hod td chiic Id cfla E.Sehein (2004): 'Van hoa td ehiie la mdt tap hgp eua nhiing nguydn tac co ban dugc cdng nhan la dflng ma mdt tap thd cung chia se, nhung nguyen tdc dy dugc vdn dgng dd giai quyet nhung van dd ndy sinh trong td chiic khi cdn phai thich nghi vdi nhung bien ddi ben ngoai eung nhu dd tao ra su gdn kdt vd hgi nhdp hong ndi bd td chiic ay. Dd la nhirng nguyen tde da td ra cd hidu qua tdt, dfl dd mgi ngudi cdntj .- .. gid tri efla nd, va do vay, ean duge tmydn dai, i.uan luydn cho nhiing nhan vien mdi, dd hg nhan thO'c, suy nghi va hanh ddng phu hop vdi nhiing nguydn tae ay khi giai quydt cdng viec."
Nhu vay, cd the hidu, van hoa td chiie nhu la mdt md hinh chia se eae gid trt, nidm tin, ehudn muc, hdnh vi eua mgi thanh vidn hong td ehiic; tao thanh net dae thu rieng cua td chuc. Nhiing hd thdng gid tri, ehudn mgc nay se giup moi ngirdi xde dinh dirge hanh vi ndo la tdt, phu hgp vdi td chiic, va hdnh vi nao la xdu, khdng duge chdp nhan. D^c biet, khi phdi ddi mat vdi nhung vdn dd khd khdn, nd se giup cdc thdnh vien ra ede quydt djnh phu hgp vdi mye tieu, sii mdnh cua td ehiic.
2.2. Mdt sd' md hinh tidu bieu vd vdn hoa td chirc Trdn tiid gidi, ed hai md hinh ddnh gia van hod doanh nghidp dugc sii dgng phd bien nhat la md hinh OCAl (Organisational Culture Assessment Instmment) cua Quinn vd md hinh DOCS (Denison Organisational Culture Survey) cua Denison Consulting
a) Md hinh OCAI
Md hinh ndy phdn tieh van hoa dua trdn hai khia eanh la tinh linh hoat (Linh ho?t/ tu do hay kiem soat/
on dinh) va xu hudng (hudng ngi hay hudng ngoai) c u a td .'•'UC.
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NGHIEN CUU
RESEARCH Hinh 1. M o hiah van hoa diwc So inimg bang cong en OCAI
Si^ tliili hoft - Sir tu do - S n n l n g a ^ D g HHQAT
KIEM SOAT Su 6D dlnh - kiem soal - vmtg chic NgiiSn Fralmger, Barbara; Olson, Valerie, 2007
Md hinh Ocai ddnh gia van hoa td ehiic dga hen 6 tieu chi chinh, bao gdm:
- Ddc didm ndi trdi cua td chiic - Su lanh dao efla td chiic - Quan ly nhan vien
- Sg gan ket eua eac thdnh vien trong td ehuc - Chien luge hgng tdm cfla td chuc - Tieu ehi thdnh edng cfla td chuc
b) Md hinh DOCS (Denison Organisational Culture Survey)
Md hinh nay dugc phat tri^n bdi giao su Daniel Denison d IMD. Dau nam 1984, Denison da nghidn euu ve mdi quan he giiia van hda td ehiic va hieu qua tai ehinhcua 34 cdng ty, va nhan thdy, d nhiing td chiic ed su sdp xdp nhan lue hgp ly, dae bidt hong viec ra quydt djnh, cae chi sd ROI, ROS tang len dang kd.
Luc dau, eac td ehiie ed ndn van hda manh hon chi lam tdt han mdt ehflt, nhung anh hudng cua cae nen van hda manh me hon duge tieh luy. Den cudi 5 nam, hidu qua la rd ret. Dua tren nhiing nghien cihi ban ddu do, Tien si Denison da phat hidn md hinh hien tai dua hdn bdn dac didm sau:
1) Sg tham gia (cua nhan vidn hong eae quyet djnh va nhidm vy hang ngay)
ii) Tinh nhdt quan (cfla thu tue td chuc) iii) Khd nang thich ling (thay ddi td chiic de dap ling vdi khach hang va thi trudng)
iv) Nhidm vu (y thirc ve dinh hudng va ky vgng thgc hien)
Md hinh Denison sau do dugc phdt trien vdi mgc tieu ddnh gia vdn hod doanh nghiep hien tai dua hen 4 phuang dien chinh (trong mdi dae didm ed 3 each thlic bidu hidn) vd sii dgng 2 chieu:
- Hudng ndi so vdi Hudng ngoai - Linh hoat so vdi On dinh
H i n h 2 . M o h i n h D e n i s i o n
Ngudn: Denison, 1984
Cd the thdy rd uu diem efla md hinh Denison so vdi cdc md hinh van hod khdc nhu sau:
Bang I: So iiah mo hinh D^nlsoii MO a i N U UtiMSON - Dua tren hanh vi
- £>in7C thiet ke va iao ra Itong moi iriTrmg trinh doanh
- Sir dimg DgoD ngit Ifinli doanh de bliflin pha cac vin de cap doanh nghiep - Di^Tc lien kei vin kit qua kmh doanb man Choi
- Nhanh chong va d^ th^c hien - Co the ap d\ing cho tit ca cae d p cua 16 chiic
vit cAc ID5 hiDh vaa hon khac CAC M b HtNH VAN H O A KHAC - Diia tren lam ly hogc dira Iren linh each - Dirw thiel ke va l?o ta (rang moi tniong h^c thu^i
- Thu5ng su dting ngou ngi> phi kinh doanh phai dmjc chuyen rioi Ihong qua giai thicb sang bfii canh kmh doanh - Thuong khoQg rfl rang v6 eac lien ket eu the den kit qna kmh doanh; it neu co nghien ciiu bea hanh d^t cae yeu 16 vSn hoa lien quan den h i ^ siiat - Thirimg doi ho: nhieu thdi gian de th^c hiJQ danh gia va / ho^c giai thich kit qua troi^boi canh kmh doanh Elupc thiit ke dac biel de thvc hien cip cao ohkx ho^c U in hiyen Nguon Demioii, 19S4
2.3. Vai trd cua van hoa vdi td chuc Vai trd cua van hda ddi vdi td chuc cd thd duge nhin nhdn dudi cdc gdc dg sau ddy:
- van hoa td chflc giup tao ra su khac bidt, tu dd dinh hinh dac tinh, hinh anh thuong hieu cua td chflc Xay dung va phat trien thuong hieu la mdt viec lam eye ky quan trgng ddi vdi bat ky td chiie nao. "Thuong hieu bao gdm yeu td ben ngoai va ydu td ben trong:
Yeu td ben ngoai bao gdm ten ggi, logo, slogan, mau sac, bao bi, kieu dang cdng nghiep, nhac hieu, miii Ydu td ben trong la dac tinh edt Idi dugc ngudi tidu dung cam nhan. Mdt sdn phdm chi trd thdnh thuong hieu khi thdng qua cac yeu td ben ngoai, ngudi tidu dung ed the cdm nhan va lien tudng ngay den cdc ddc tinh cdt Idi ben trong" (Nguydn Thj Hoai Dung, 2010).
Vd cac yeu td ben trong - phdn tao nen net khac bidt cho thirong hieu lai dugc tao nen tii ehinh nhung gid tri, nidm tin, nguyen tae hong van hod td ehiie. Vi thd, cd thd ndi rang, van hoa td chiic la mdt yeu td quan hgng, dnh thudng den dae tinh va hinh dnh thuong hieu.
- Vdn hod td chiic tao su thdng nhat trong hanh vi, ling xii cua eae thanh vien; tao tinh dn dlnh eho hd thdng.
Van hoa td chuc cd vai hd ket ndi mgi thanh vien
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A DurrNQ (THANGtrong td ehuc. Nhiing gia tri, ehudn mye duoc lua chgn se giflp cac thdnh vien di theo dinh hudng chung cua td chiic mdt cdeh tu gidc, tg nguydn; giflp hoa hgp mye tidu cd nhdn va mue tidu cua td chiie. Dd chinh la chdt keo gdn kdt mgi ngudi, vd khi td ehuc ddi mat vdi cde xung ddt, ydu td van hoa sd giiip mgi ngudi tiidng nhdt vd cd cdch ling xfl phu hgp.
- Vdn hod td chiic Id mdt ydu td quan trgng thu hflt nhdn tai.
Con ngudi lam vide khdng chi vi tidn md cdn vi nhidu gia tri khac. Nhan vidn, dac bidt la nhiing nhan vien gidi se chi gan bd Idu dai vdi td chiic ndu d dd hg cam thay dugc su gdn kdt giira cde thanh vidn, cam thay nhung ddng gdp cua hg dugc ghi nhan xiing dang, va tgi dd, hg duge ty thd hien, khang dinh minh.
va van hod se la ydu td quan trgng, giup tao nen mdi trudng lam viee dd. Chinh vi tiid, van hoa ngay eang trd thanh mdt ydu td quan trgng giflp thu hflt va gifl chan nhan tdi.
- van hda giflp doanh nghiep thgc hidn chien luge, tridt ly kinh doanh.
Mdt td chuc mudn phat tridn bdn viing thi ngay tii khi bat ddu thdnh l^p, da phdi dd ra triet ly, chidn luge kinh doanh va kidn tri theo dudi nd. Van hod ehinh la ydu td quan hgng giflp td chiie chgn Ige, gin gifl va phdt huy cac gia tri phfl hgp vdi cac triet ly dd.
- van hoa giup td chiie tao dugc niem tin cua ddi tdc, khach hang vd cdng dong.
Khach hang, ddi tac lua chgn lam an, hgp tac vdi td chflc khdng ehi bdi san pham, djch vu cfla td chflc dd, ma cdn vi nhiing gia hi cdt loi cua td chiic se khlen hg Un tudng vd mdt mdi quan he ben vung, lau dai.
Khi nhiing gia tri dd duge duy tri va Ian tod, edng ddng cdng se cam nhan dugc, vd dd la ydu td quan hgng tao nen sg flng hd efla cdng ddng vdi td chiie.
Tuy nhien, ben canh dd, vdn hod td chflc eung cd thd gay ra mdt sd dnh hudng tieu cue nhu:
- Can trd sg thay ddi cfla td chiic, ddc bidt vdi ede td chiic ed vdn hod manh
- Can trd su da dang, nhdt la sg da dang vd lao ddng
- Can trd sg hgp nhat hay sap nhdp gida cac td ehiic
Mdc dO tdc ddng cua van hod ddi vdi hoat ddng cfla td chflc ed ed ydu td tinh cgc va yeu td can trd, nhung rat nhieu chflc nang cua nd la ed gid tri ddi vdi td chue cQng nhu cdc thanh vien trong td chu'c. Vi vdy, cdc td ehiic dang ngdy edng nhdn tiiiic duge tdm quan hgng eua vide xdy dung van hod trong ehien luge phdt tridn cua minh, dd nang eao vi thd canh hanh va phdt tiien bdn vOng.
3. Ket Iuan
Vdn hod td chiie cd vai trd hdt siic quan trong vdi cdc doanh nghiep. Vi the, viec xdy dyng va phdt tri^n vdn hod phu hgp se giup xay dgng djnh hudng, gdn ket cac thanh vidn, hudng mgi ngudi tdi mdt muc tieu ehung, qua dd nang cao nang luc canh tranh cua doanh nghidp./.
Tai lieu tham khao
Denison, D.R. (1984), "Bringing Corporate Culture to the Bottom Line," Organizational Dynamics, 13,2, 4- 22.
Denison, D.R. (1990), Corporate Culture and Organizational Effectiveness, New York: Wiley,
Denison, D.R. (1996), "What is the Difference Between Organizational Culture and Organizational Climate? A Native's Point of View on a Decade of Paradigm Wars." Academy of Management, Academy of Management Review.
Denison, D.R. and Mishra, A.K., (1995), "Towards a Theory of Organizational Culture and Effectiveness,"
Organizational Science, 16, 2, 204-223.
Desphande, Rohit, Fariey; John U; Webster Jr, Frederick E. (1993), "Corporate Culture, Customer Orientation, and fnnovativeness in Japanese Firms: A Quadrad Analysis", Joumal of Marketing, Vol. 57, pp.
23-37.
Fralinger, Barbara; Olson, Valerie (2007),
"Organizational Culture at the University Level: A Study Using the OCAI Instmment", Journal of College Teaching & Learning , 4(11), pp. 85-98.
Kapferer, J.N. (1986), "Beyond positioning, retail- er's identity", Esomar Seminar Proceedings, Bmssels, Vol. 4/6, pp. 167-176.
