Innocent Drinks or how a non-corporate attitude can be an exemplary corporate culture

Résumé du document

My company being a small one (4 people, me included), I couldn't really write a whole essay about corporate culture. I decided to base my paper on the company that motivated me i.e, Fresh Marketing. Founded in 1998, after a very original market survey , it's main objective is to create high quality 100% natural drinks. But not only their products are natural and innocent, their corporate culture is too. It is based on a simple objective: a happy team of employees. This principle can define the companies both Terminal and Instrumental values according to RVS. I think it is safe to say that happiness is everyone's desirable state of existence. So being happy is both the company's and the employees Terminal value.

Extraits

[...] When seeing this innocent analysis we can assume that Hofstede's vision of the UK company has evoluated. But probably the fact is the company's influence that is not the same. In a context of globalization, innocent has not been formatted by its origin, but most probably by its founders' generation and vocational level. It is probably this new approach that allows innocent to overcome the different boundaries a company's culture might face. Creating an atmosphere where employees feel well, has allowed them to accept new coming “grown ups”. [...]

[...] This probably way the founders talk of a “non-corporate attitude” that represents the “corporate culture” of innocent. Contrary to most common institutions, the organization hasn't take a life of its own, but has integrated that of his members who's common understanding on a behaviour has developed a “sincere commitment to the cause and creative thinking” that have allowed the company both to grow fast and to act responsibly. But where do the limits for this philosophy stand. What will happen if innocent's founders sell out like Ben and Jerry to Unilever? [...]

[...] Innocent Drinks or how a non-corporate attitude can be an exemplary corporate culture My company being a small one people, me included) I couldn't really make a whole essay about corporate culture. But given the fact the founder of Fresh Marketing has being inspired by his ancient innocent employer I decided to base my paper on the company that motivated the attitude that motivated me to be part of Fresh Marketing. may be only a lowly student but PLEASE give me a job! [...]

[...] They feel they are making a difference in the world because of what this business does and how it does it. So in their mind, this is what they do, this is their baby, this is their life, this is their career”[2]. So we know that we still got some years in front of us to consider innocent as the example of the triumph of conviction. Sources Geert Hofstede™ Cultural Dimensions UK. www.geert-hofstede.com. innocent Drinks Case Study. www.designcouncil.org.uk Jamie Mitchell's podcast interview. www.beermat.biz No concerns over staff treatment here this company's Innocent www.foodmanufactor.co.uk O'HANLON, John. innocent interview. www.editions.pagesuite.co.uk RANDERSON, K. [...]

[...] These picture-sharing moments are completed with lunchmate programme, which for the first two weeks assigns a different member of staff each day as a lunch partner. Masculinity 4/10. In 2007 company recorded a turnover of million, proof that a commitment to company culture and wholesome brand values really can lead to outstanding commercial success”[1]. Quantity remains an objective, but only achievable through quality. Uncertainty Avoidance 3/10. innocent is not afraid of working with Mc Donald's who's junk food reputation might be dangerous to innocent's healthy image in order to ameliorate Happy Meal's nutritional value; and hence the health benefits for youngsters. [...]