This study examined the organizational culture of a marketing company through qualitative research methods including observation, interviews, and document analysis. The findings identified four key aspects of the company's culture: fun, through the frequent use of humor, rituals, and recreational activities; customer-orientation, with employees going above and beyond for clients; modernization, demonstrated by a focus on digital marketing and laptops for all employees; and giving back, through regular charity participation and donations. The culture reflects an achievement orientation, valuing accomplishment of goals.

1. Work Culture of a
Marketing Company
Introduction
The purpose of this study was to discover
the different hidden and unhidden beliefs
and values within a marketing company.
The company is 52 years old with 150
employees in 4 different offices. The office
I observed has 110 employees. Using Edgar
Schein’s organizational culture model
(1995), I identified four main themes.
Methods
A. Data collection methods:
This qualitative study contained three
different methods of data collection:
1. Field Observation: 9 hours, Observer-
Participant role
2. In-Depth Interviews: Four interviews
averaging 45 minutes
3. Textual Analysis: Webpage content
and small documents
B. Data analysis methods:
I used Owen’s (1984) criteria of
identifying themes in qualitative research
(repetition, recurrence, and forcefulness). I
also engaged in eclectic coding (Saldana,
2013) to reduce data to its themes.
Findings
1. Fun:
• Humor was frequently used
• Company created rituals like
skits and parties
• Foosball tables, TVs, and a Wii
were present
2. Customer-Orientation:
• “Our clients pay us millions of
dollars. They expect something
for it”
• Employees go the extra mile to
make a client happy
3. Modernization:
• Every employee has a laptop
• Big push towards digital
marketing
4. Giving Back:
• Frequent participation in charity
events
• Donation jar is present in the
front lobby
Schein’s
(1995)
Onion
Model
Discussion
Achievement Culture: This organization
“… [does] things well and values members
who set and accomplish their own
goals” (Hargie et al., 2009, p. 327).