Improving corporate culture at navigos group vietnam jsc, hanoi branch

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

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TABLE OF CONTENTS

ACKNOWLEDGEMENT__________________________________________1

ABBREVIATIONS________________________________________________5

LIST OF TABLES_________________________________________________6

LIST OF FIGURES________________________________________________7

EXECUTIVE SUMMARY__________________________________________8

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

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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

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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

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ABBREVIATIONS

JSC Joint Stock Company

HR Human Resources

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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

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