NATIONAL ECONOMIC UNIVERSITY BUSINESS SCHOOL PHAM THUY DUNG IMPROVING CORPORATE CULTURE AT NAVIGOS GROUP VIETNAM JSC, HANOI BRANCH Bachelor of Business Administration in English (E BBA) Thesis HANOI,[.]
NATIONAL ECONOMIC UNIVERSITY BUSINESS SCHOOL PHAM THUY DUNG IMPROVING CORPORATE CULTURE AT NAVIGOS GROUP VIETNAM JSC, HANOI BRANCH Bachelor of Business Administration in English (E-BBA) Thesis HANOI, 2019 NATIONAL ECONOMIC UNIVERSITY BUSINESS SCHOOL IMPROVING CORPORATE CULTURE AT NAVIGOS GROUP VIETNAM JSC, HANOI BRANCH Bachelor of Business Administration in English (E-BBA) Thesis Student : Pham Thuy Dung Class : EBBA 7A Supervisor : M.A Nguyen Tuan Minh HANOI, 2019 ACKNOWLEDGEMENT Doing this thesis was a great chance for me to learn and gain some professional development of analyzing and researching This work has been fully completed thanks to the help of many people I would love to show my deepest appreciation for their supports and helpful recommendations that contributed for my writing in the thesis First and foremost, a special thank I would like to give to M.A Nguyen Tuan Minh - my supervisor for his dedicated instructions, recommendations and encouragements during the writing process To be honest, I am definitely not able to accomplish the thesis with the best result without his help Second, I always appreciate and be grateful to all lecturers at EBBA Program, Business School for providing the foundation of knowledge and useful lessons, which are extremely important to my future career Thank you all for creating a wonderful study environment for us not only to learn but also develop ourselves and meet our beloved friends Thirdly, I would like to offer my heartfelt thanks to my mentor and colleagues for their careful guidance and supports from the first day at work until the end of my internship It was a challenging time but they were exceedingly welcoming, helpful and offered me invaluable career advices to help me get through it Last but not least, a big thank you to my family and friends, who are always on my side, supporting and encouraging me to accomplish this thesis Hanoi, December 2018 Pham Thuy Dung TABLE OF CONTENTS ACKNOWLEDGEMENT ABBREVIATIONS LIST OF TABLES _6 LIST OF FIGURES EXECUTIVE SUMMARY CHAPTER 1: INTRODUCTION _10 1.1 Rationale _10 1.2 Research objectives 12 1.3 Research questions _12 1.4 Research methodology 12 1.4.1 Research process 12 1.4.2 Research scope _13 1.4.3 Data analysis _14 1.4.4 Data collection 14 1.5 Thesis structure _16 CHAPTER 2: THEORETICAL BACKGROUND _17 2.1 Definition and importance of corporate culture 17 2.1.1 Culture 17 2.1.2 Corporate culture _17 2.1.3 The importance of corporate culture _18 2.1.4 Cultural roles of people in the organization _21 2.2 Dimensions of corporate culture _22 2.2.1 Power distance _22 2.2.2 Individualism versus collectivism _23 2.2.3 Masculinity versus femininity 23 2.2.4 Uncertainty avoidance 24 2.2.5 Short term versus long term orientation 24 2.2.6 Indulgence versus Restraint _25 2.2 Types of corporate culture 25 2.2.1 Deal and Kennedy _25 2.2.2 Fons Trompenaars _27 2.3 Factors assess corporate culture _30 2.3.1 Stephen P Robbins theory 30 2.3.2 The Cultural Orientation Indicator (COI) _30 2.3.3 Organizational Culture Assessment Instrument (OCAI) _32 2.3.4 Denison _33 CHAPTER 3: OVERVIEW OF NAVIGOS GROUP VIETNAM JOINT STOCK COMPANY 37 3.1 Company history 37 3.1.1 Company profile 37 3.1.2 Navigos Group Vietnam Milestone _37 3.2 Business Sector _39 3.3 Human Resources information 40 3.3.1 Organizational structure 40 3.3.2 Demographics of employees 41 3.4 Financial Status of Navigos Group Vietnam Company _42 3.5 Current practices of corporate culture in Navigos Group Company_43 3.5.1 Architecture design 43 3.5.2 Ceremonies 43 3.5.3 Vision 44 3.5.4 Mission _44 3.5.5 Core Values 44 3.5.6 Dress Code 45 CHAPTER 4: ANALYZING THE CURRENT CORPORATE CULTURE AT NAVIGOS GROUP VIETNAM JOINT STOCK COMPANY 46 4.1 Demographic information of respondents _46 4.2 Corporation culture analysis according to Denison’s Model 47 4.2.1 Detailed four traits analysis 48 4.2.2 Overall assessment 64 4.3 Summary of Findings 68 4.4.1 Strengths 68 4.4.2 Weaknesses 69 CHAPTER 5: RECOMMENDATIONS TO IMPROVE CORPORATE CULTURE AT NAVIGOS GROUP VIETNAM JSC _70 5.1 Recommendations to improve “Mission” trait 70 5.2 Recommendations to improve “Involvement” trait 71 5.3 Recommendations to improve “Consistency” trait 73 5.4 Recommendations to improve “Adaptability” trait 74 CONCLUSION 76 REFERENCES 77 APPENDIX 1: QUESTIONNAIRE 79 APPENDIX 2: INTERVIEW QUESTIONS _84 ABBREVIATIONS JSC Joint Stock Company HR Human Resources LIST OF TABLES Table 3.1 Number of employees according to age groups 42 Table 4.1 Demographic information of survey respondents _46 Table 4.2 Employee overall evaluation of Empowerment 48 Table 4.3 Employee overall evaluation of Team Orientation 49 Table 4.4 Employee overall evaluation of Capability Development _50 Table 4.5 Overall assessment of Involvement trait 51 Table 4.6 Employee overall evaluation of Coordination and Integration _52 Table 4.7 Employee overall evaluation of Agreement _53 Table 4.8 Employee overall evaluation of Core Values 54 Table 4.9 Overall assessment of Consistency trait 55 Table 4.10 Employee overall evaluation of Creating Changes _56 Table 4.11 Employee overall evaluation of Customer Focus 57 Table 4.12 Employee overall evaluation of Organizational Learning 58 Table 4.13 Overall assessment of Adaptability trait _59 Table 4.14 Employee overall evaluation of Strategic Direction and Intent 60 Table 4.15 Employee overall evaluation of Goals and Objectives 61 Table 4.16 Employee overall evaluation of Vision 62 Table 4.17 Overall assessment of Mission trait _63 Table 4.18 Overall assessment of corporate culture in Navigos 64 LIST OF FIGURES Figure 1.1 Research Process _13 Figure 2.1 Deal and Kennedy’s model _26 Figure 2.2 Fons Trompenaars’s model _27 Figure 2.3 Denison’s model 33 Figure 3.1 Navigos Group Vietnam JSC’s logo 37 Figure 3.2 Organizational structure of Navigos Group Vietnam JSC 40 Figure 3.3 Navigos Company Gross Revenue and Net Profit 42 Figure 4.1 Denison’s model in Navigos Group Vietnam JSC 67 EXECUTIVE SUMMARY The corporate culture is formed and advanced in parallel with the development process of the organization It plays a crucial role in creating competitive advantage, identity and sustainable development of every organization For employees, corporate culture makes each member understand their own values, gives them motivation to work and directs them toward a common mission and vision to achieve goals Every big company can develop successfully based on the existence of a healthy and flexible culture Navigos Group Vietnam Joint Stock Company is one of the leading companies regarding to recruitment, which has been existed for more than 15 years To maintain its position today, the company focuses not only on developing the services but also a strong corporate culture to create its own identity, which can help the company outperform the competitors However, the culture developing process is facing many problems This thesis has three main objectives: - Identify the suitable model and indicators to evaluate Navigos Group Vietnam JSC’s corporate culture - Analyze and evaluate the current status of Navigos Group Vietnam JSC’s corporate culture - Propose recommendations to improve the corporate culture in Navigos Group Vietnam JSC To accomplish these objectives, the author used both the primary data and secondary data The survey was done by 124 employees who are working in Navigos The author also had in-depth interviews with a director and an employee in Navigos in order to have a deeper understanding about the corporate culture and the issues that Navigos is facing After analyzing the current situation of corporate culture in Navigos though Denison’s model, the author found out some strong points of Navigos’ culture The company culture is stable and has a long-term focus Navigos focuses more on internal culture with high investment in developing employees’ skills and knowledges On the other hand, Navigos is now engaging some serious problems The culture of the company is too stable that lessens the flexibility of the organization toward the external environment The customers have not been put up as the top ... to assess corporate culture Collecting data Analyze the current status of corporate culture at Navigos Group Vietnam JSC Recommendation to improve corporate culture in Navigos Group Vietnam JSC... and indicators to evaluate Navigos Group Vietnam JSC’s corporate culture - Analyze and evaluate the current status of Navigos Group Vietnam JSC’s corporate culture - Propose recommendations to... status at Navigos Group Vietnam JSC? What are the strengths and weaknesses of the corporate culture at Navigos Group Vietnam JSC? What are recommendations to improve the current situation of corporate