Using test of colour semantic differential for research into organizational culture

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Authors

REŠLOVÁ Martina

Year of publication 2013
Type Article in Periodical
Magazine / Source Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis
MU Faculty or unit

Faculty of Economics and Administration

Citation
Web https://acta.mendelu.cz/artkey/acu-201304-0030_using-test-of-colour-semantic-differential-for-research-into-organizational-culture.php
Doi http://dx.doi.org/10.11118/actaun201361041089
Field Management and administrative
Keywords Hofstede's dimension of culture; National culture; Organizational culture; Test of Colour Semantic Differential; Values Survey Module 1994
Attached files
Description The aim of this article is to show the possibility of using a combination of the Values Survey Module 1994 (VSM 94) and the Test of Colour Semantic Differential (TCSD) for research into organizational culture. The results of the VSM 94 enable the researcher to determine which poles of Hofstede’s cultural dimensions a particular working group is in fact approaching while the data obtained through TCSD make it possible to defi ne how employees consciously rate and unconsciously perceive expressions related to Hofstede’s cultural dimensions, or how they identify themselves with the researched values, respectively. The final values from the VSM 94 are compared with Hofstede’s national values and it is investigated whether it is possible to speak about the impact of national culture on corporate culture. This article also describes advantages and disadvantages of TCSD as well as the possibilities of its more focused use for research into organizational culture. TCSD has not been widely used for research into organizational culture although it has many practical uses thanks to the ability to work with respondents’ unconsciousness in connection with culture.
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