Dissertation > Economic > Industrial economy > China Industrial Economy > Industrial sector economy

Research on Corporate Culture Change of Webex(China) Corp. Hangzhou Branch Based on Blue Ocean Strategy

Author TangLv
Tutor JiangJianHua
School Zhejiang University of Technology
Course Business Administration
Keywords Corporate Culture Blue Ocean Strategy Change
CLC F426.67
Type Master's thesis
Year 2008
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With the process of globalization, corporate culture has gradually become core competitive power of one enterprise. However, while constructing corporate culture, some enterprises found it was quite hard to put idea into practice, the corporate culture constructing often became into several slogans hung on the wall and they could not make the new cultural concept be taken in by employees. How to effectively implement corporate culture change has become key factor for enterprises which wish to upgrade their competitive power."Blue Ocean Strategy" originally is the theory about strategy application. Because to apply a new strategy must faces the organizational transformation, the theory about organizational transformation mentioned in "Blue Ocean Strategy" is a good change model. This dissertation applies "Blue Ocean Strategy" into corporate culture change, helps enterprises to find a good way to overcome resistance, and realizes the change. This research is based on real case in WebEx(China) Corp. Hang Zhou branch, combining successful corporate culture change case of IBM (US) Corp., using "Blue Ocean Strategy" theory and demonstrating the feasibility of applying the theory of "Blue Ocean Strategy" in corporate culture change.Through this research, we can draw such conclusion: corporate culture is learning about people and organization. Corporate culture change should based on people’s values, guide employee change their idea and attitude. To apply the "Blue Ocean Strategy" theory in corporate culture change, firstly, it should start from employee’s motivation factors, through value layout diagrams (called strategy canvas in "Blue Ocean Strategy"), find a good method to make every employee get the motivation of change, then through theory of tipping point leadership, find the force of key leverage in the organization, then use the minority to drive the majority, and make the change proceed and get the goal. Applying "Blue Ocean Strategy" theory in the corporate culture change implementation can help us to find out the key factors among complicated structure of culture change and implement the change at low cost.

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