Corporate Religion
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The document discusses the importance of corporate religion for companies. It explains that corporate religion aims to unite a company's internal and external perceptions through a shared vision and leadership. It involves defining the company's brand values and communicating them both within the organization and to customers. Implementing an effective corporate religion approach can help companies develop strong brand culture and identity.
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Building Your
Company’s Vision
by James C. Collins and Jerry I. Porras
Included with this full-text
Harvard Business Review
article:
The Idea in Brief—the core idea
The Idea in Practice—putting the idea to work
1
Article Summary
2
Building Your Company’s Vision
A list of related materials, with annotations to guide further
exploration of the article’s ideas and applications
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Further Reading
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plans for the
organization
http://www.hbr.org
HBR BACKTOBUSINESS STAYINGONTARGET
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C
O
P
Y
R
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H
T
©
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Hewlett-Packard. 3M. Sony. Companies
with exceptionally durable visions that are
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sions from most others, those empty mud-
dles that get revised with every passing
business fad, but never prompt anything
more than a yawn? Enduring companies
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ponents of any lasting vision: core ideology
and an envisioned future.
A company’s practices and strategies should
change continually; its core ideology should
not. Core ideology defines a company’s time-
less character. It’s the glue that holds the en-
terprise together even when everything else
is up for grabs. Core ideology is something
you discover—by looking inside. It’s not some-
thing you can invent, much less fake.
A core ideology has two parts:
1. Core values are the handful of guiding
principles by which a company navigates.
They require no external justification. For ex-
ample, Disney’s core values of imagination
and wholesomeness stem from the founder’s
belief that these should be nurtured for their
own sake, not merely to capitalize on a busi-
ness opportunity. Instead of changing its core
values, a great company will change its mar-
kets—seek out different customers—in order
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2. Core purpose is an organization’s most
fundamental reason for being. It should not
be confused with the company’s current
product lines or customer segments. Rather, it
reflects people’s idealistic motivations for
doing the company’s work. Disney’s core pur-
pose is to make people happy—not to build
theme parks and make cartoons.
An envisioned future, the second component
of an effective vision, has two elements:
1. Big, Hairy, Audacious Goals (BHAGs) are
ambitious plans that rev up the entire orga-
nization. They typically require 10 to 30 years’
work to complete.
2. Vivid descriptions paint a picture of ...
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Corporate Religion
- 1. CORPORATE RELIGION Eren YILMAZ Gizem BÜYÜKSUNGUR Hayal YILDIZ Çağla MAKİNECİ
- 2. Outline
- 3. Outline
- 8. Describe themselves both internally & externally IN the new economy
- 9. Brand value Brand values – all the expressions, attitudes and abstract attributes that companies ascribe to their products beyond their functional qualities – are precisely the non-material and emotional values which give a product its brand status.
- 10. Brand thinking Corporate religion (CR) The aim is to unite everything in a Corporate Religion. A religion that brings together the internal company and the external market in a shared, connected flow of understanding.
- 11. What is corporate religion about? It's about a shared vision It's about leadership It's about internal-external integration it's about how to implement
- 13. The Value Based Organization
- 14. The company’s 1.) What is the world’s perception of our company? 2.) How do we see ourselves? 3.) How would we like the world to think of us?
- 15. The role of top managers in today’s economy Designing strategies and running the company according to solid principles of good management.(X) Managers must; pay close attention to what goes on in and around their markets. continuously supplying correct interpretations adaptive actions Have communicating skills both internally/externally
- 17. One of the greatest brand building success
- 21. Founded in Milwaukee, Wisconsin during the first decade of the 20th century
- 23. H.D. Value A loyal brand community which keeps activethrough clubs, events, and a museum. Licensing of the Harley-Davidson logo accounts for almost 5% of company's net revenue.