TELENOR PAKI STAN: I MPAC T OF

ORGAN IZATIONAL CULTU RE O N

BRAND P ERFORM ANCE
By:
Muhammad Mohiuddin
Baig
 PRE SE NT ATION OU TL INE
 Brief Overview

 Literature Review

 Research Methodology

 Findings & Analysis

 Results & Conclusion

 BRIEF OV ER VIEW
 Objective: To analyze the impact of organizational
culture on brand performance

 Using a grounded theory standpoint, a survey for a

sample size of 100 has been conducted to gather
data on brand perception and performance

 Three research papers considered

 Base Paper: The Impact of Organizational

Culture on Brand Performance
DES IGN O F STUDY
LI TERATUR E R EV IEW
 AR TICL ES SE LECTED
 Base article chosen: “Interactions between
Organizational Cultures and Corporate
Brands” by Leslie de Chernatony and Susan Cottam.

 The other two articles include:

◦ A Step by Step Process to Build Valued Brands by

Peter Boatwright and Jonathan Cagan

◦ The Impact of Culture on Brand Perceptions: A Six

Nation Study by Thomas Foscht and Cesar Maloles
 ORG ANI ZATI ONA L CU LT URE
 Definitions of Culture:

“A company’s overall philosophy, a set of

values and beliefs that shape the way
people think and behave”
Hankinson and Hankinson (1999)

“The pattern of shared values and beliefs

that help individuals understand
organizational functioning and thus
provide them norms for behavior in the
organization”
 CONT’ D…
 Develop an understanding of the interaction
between organizational cultures and corporate
branding which contributes to brand
performance.

 Corporate culture was a factor in organizational

success; specifically, strong, strategically
appropriate and adaptive cultures were
positively associated with long-term economic
performance. (Kotter and Heskett ,1992)

 Link between relatively open, externally oriented

organizational cultures and better performance
 CONT’ D…
 Behavior of employees which give the brand
substance and influences perceptions
(Alloza et al., 2004; Bitner et al., 1990; McDonald et al., 2001; Gabbot
and Hogg, 1994)

 Without an appropriate and supportive

organizational culture, there is little chance
of employees living the brand
(Schultz, 2003)
 CONT’ D…
 “There is little doubt that organizational
culture affects performance; in the long run,
it may be the one decisive influence for the
survival or fall of the organization” (Hofstede, 1998 )

 Culture has also been found to influence

employee retention rates (Sheridan, 1992)
CULTU RAL P ITFA LLS T O AVOID
WHE N SEE KI NG BRAN D SUCCE SS
ORGA NIZ ATIONA L CULT URE CH ANG E IN RE SPONSE TO
CHANGE I N SO CIETA L V AL UES T O AC HIE VE B RAND
SU CCE SS
 EXCER PTS FROM THE O THE R
ARTI CLE S
 A company should stay focused on managing
talent pool as closely as managing brands

 The dimension 'Rewards based on merit vs.

politics' was listed as the single most
important issue that drove a company's
success, as well as the biggest opportunity
gap
RES EA RCH M ETHOD OLOG Y
 GROU NDED THE ORY
 Qualitative research which is inductive

 From the data, emerging patterns are

identified and a theoretical framework is
developed, rather than testing hypotheses
formed from existing theory

 Once data is collected, incidents within the

data are compared and categories/themes
are formed
 SA MPLI NG DESIG N
Target Population
◦ Current users of Telenor from NBS

Sample Element
◦ Age: 18-25 years

Sample Size
◦ 100 current users of Telenor from NUST Business School

Rationale

◦ Greater speed of data collection due to time constraint.

◦ The sample size is assumed to be representative of the greater
population and their opinions while rendering a perfect fit with the
 SAM PLING TE CHNI QU E
 Judgemental sampling was used since a
criterion has been defined according to which
only current users of Telenor are considered
in the study
 RES EA RCH M ETHOD U SE D
 Primary Method: Surveys
◦ Self-administered Surveys
◦ 8 Questions

 Secondary Data Analysis: Previous work

done on this area of research (World Wide
Web)
FI NDI NGS & AN ALY SIS
CULTU RE AT TELE NOR P AKI STAN
SOUR CE S OF C ULTURE A T TE LE NO R
PA KI STA N
VALU ES
 ORG ANI ZATI ONAL STRU CTUR E

 Organic Structure

 Open Culture

 7 layers in the hierarchy

 Open communication at all levels

 ORGANIZ ATIONAL ETHI CS

In most of advertisements they project themselves as the

care taker of the values of Pakistani people, so they claim
to cherish the core cultural norms and values of the
Pakistani people.
GAI NI NG C OMPET ITI VE
ADVA NTA GE
 COM PAN Y RA TING (AVE RA GE OF
OBSE RVA TION S)
Survey Response
 BRA ND P ERFORM ANCE
 Highest ARPU (Average Revenue per
Consumer)

 In the year 2006 to 2007, Telenor Pakistan

was able to increase its subscriber base by
200%

 It has created the second largest mobile

network and the largest and most advanced
data network in the local market
SU RV EY RE SP ONSE
SU RV EY RE SP ONSE
SU RV EY RE SP ONSE
SU RV EY RE SP ONSE
SU RV EY RE SP ONSE
SU RV EY RE SP ONSE
SU RV EY RE SP ONSE
 AWAR DS
 The Pakistan Society of Human Resource
Management’s Preferred Graduate Employer
 
 Award for Most Preferred Telecommunications
Company 2007 among MBA students

 SAARC Communication Industry Conference

2007’s Most Innovative Mobile Operator Award
and Mobile Operator with the Most Consumer
Pull Award
 
 Telenor Global Brand Award for the year 2007
 CONT’ D…
 All Pakistan Dawn Aurora Advertising Awards
in three of five nominated categories in
March 2007

 The National Forum for Environment &

Health’s Annual Environment Excellence
Awards 2008

 The Helpline Trust’s 2nd Corporate Social

Responsibility Award 2008
RESULTS & CONCLUS ION
 CONCLU SI ON
 Telenor entered the market when it was very
competitive

 Through its culture and HR practices it was

able to gain a competitive advantage over
the others

 Telenor has quickly assumed the number two

position behind the largest organization
Mobilink, who has been operating for 13
years
 CONT’ D…
 The market is primarily dominated by the
prepaid services

 The market is characterized by price

sensitivity and there is a need to provide
coverage to remote and northern areas
“ The p erfo rma nce o f the br an d needs to be
back ed by a s tr ong c ul ture to ach ieve its
obj ectiv es.”
Q & A