According to a study by the
Chartered Institute of Personnel
Development, 30 per cent of the dif-
ference in performance between
companies can be attributed to dif-
ferences in culture. That compares
with just 5 per cent that can be
attributed to differences in strategy.
Other studies have repeatedly found
that as many as 75 per cent of
mergers and acquisitions fail prima-
rily because of cultural clashes.
The idea that organisational cul-
ture or personality exists, and
profoundly affects performance, raises
no eyebrows these days. But can you
go one step further and improve per-
formance by analysing corporate
personality in the same way as you
might analyse that of an individual?
That is the question raised by
Cognosis, a management consul-
tancy that has adapted the
Myers-Briggs Type Indicator, a per-
sonality test widely used in the
recruitment and personnel develop-
ment of individuals, and is now
applying it to organisations. ‘It
seems bizarre that, given the criti-
cal importance of culture to
corporate performance, its manage-
ment isn’t taken more seriously,’
says Richard Brown, managing
partner of Cognosis.
Using the averaged responses to
a 15-minute paper containing 30
questions, given to as few as a dozen
executives, Cognosis claims to be
able to identify four organisational
character types. The organisation is
then profiled on a number of charac-
teristics such as its approach to
problem solving, how it deals with
change, innovation and internal
communications and how it will
react to stress. ‘The resulting
insights can be used to allow us to
make fairly detailed recommenda-
tions about a range of development
needs,’ says Mr Brown.
While no type is better than any
other, some organisational character
types are better suited to the mar-
kets in which they compete and
each character type has its own par-
ticular development needs, he says.
So drinks company Allied Domecq
is a pragmatic, ‘fixer’ organisation, he
says. Fixers are action-oriented,
resourceful and realistic but tend to
value action over strategy. As a con-
sequence they reorganise constantly
and achieve inconsistent results.
‘The fixer organisation needs to
stop and think. It needs to broaden
its perspective, look further into the
future and articulate its long-term
goals. It needs to introduce some
structure into its planning and some
discipline into its performance man-
agement. It also needs to connect
with and articulate its values,’ says
Mr Brown.
Cognosis’ approach has met a
mixed reception among organisa-
tional psychologists and academics.
The idea of a simple way of identify-
ing profound truths about a
company sounds attractive. But it
also raises suspicions that Cognosis
may be selling ‘snake oil’.
That is certainly the concern of
Angela Baron, an organisational psy-
chologist who advises the Chartered
Institute of Personnel Development.
‘l agree that corporations have indi-
vidual cultures but I am not sure I
would describe it as a personality.
Myers Briggs is a useful tool for deal-
ing with individuals but it could be
enormously dangerous to use it in a
way it wasn’t designed for,’ she says.
Others are concerned that the
Cognosis approach may be too glib.
‘You can’t just flash a questionnaire
to understand a culture. You have to
immerse yourself in it and get under
the skin. This may be a useful way
into complex organisational issues
but I wonder whether these are the
most appropriate dimensions to
assess corporate culture. I suspect
there are better tools available than
this,’ says Nigel Nicholson, professor
of organisational behaviour at
London Business School.
Nevertheless, the Open University,
which has been remodelling itself to
deal with changes in the distance
learning market, says its insights
have been invaluable. ‘We have been
engaged in a major change pro-
gramme. We used Cognosis’ approach
to culture mapping to look more
deeply inside our organisation, identi-
fying the behaviour and attitude
changes needed to improve our cus-
tomer focus and service. It provided
new insights into the underlying
character of our organisation, and its
constituent parts, and identified spe-
cific areas for change,’ says Professor
Geoff Peters, pro-vice-chancellor for
strategy and planning.
Sports and leisure conglomerate
The Pentland Group is also sold on
the idea. ‘We plan to use it to under-
stand our own culture in reference
to the culture of any takeover
target. Think of it as cultural due
diligence,’ says Tim Hockings, corpo-
rate development director.
(Reproduced with permission from the Financial
Times Limited, © Financial Times 19 June 2003)
BUSINESS PRESS
1047
Organisations, too, can be put on the couch
Alex Benady
ARTICLE 27
FT
Questions
Discuss critically the extent to
which you:
1 Believe organisational culture
profoundly affects
performance.
2 Support the idea of
organisational personality and
the approach of Cognosis.
3 Have your own chosen method
to assess corporate culture.
Relevance to other chapters
Chapter 9 Individual differences
Chapter 22 Organisation Development (Culture, Conflict and Change)
Chapter 23 Management Development and Organisational
Effectiveness