| Abstract | Korporativna kultura je pojam koji obuhvaća zbir vjerovanja, očekivanja i vrijednosti
što ih dijeli većina zaposlenih u poduzeću, te predstavlja sustav vrijednosti koji iskazuje
filozofiju, viziju i misiju organizacije. Izražava se kroz simbole, jezik, scenografiju i
ikonografiju poduzeća.
Korporativna kultura podrazumijeva osnovne pretpostavke i vjerovanja o realnosti,
istini, vremenu i prostoru, s jedne strane, i pretpostavke o ljudskoj prirodi, aktivnostima
i odnosima s druge strane. Ona se odražava u jeziku koji organizacija koristi, ritualima i
pričama. Utječe na motivaciju zaposlenika u širem smislu i na menadžment ljudskih
potencijala. Odabir je kadrova uvjetovan korporativnom kulturom. Niti jedna
korporativna kultura nema monolitnu kulturu nego je rezultat složenog sustava
supkultura sa svim njihovim karakteristikama. Međusobno se izrazito razlikuju jake i
slabe kulture koje se odražavaju u uspješnosti organizacije. Korporativna kultura može
biti pod snažnim utjecajem nacionalne kulture, ali može se i znatno razlikovati od
kulture okruženja, što dugoročno neminovno dovodi do konfliktnih situacija. Temelji se
na učećoj organizaciji i utječe na tip organizacijske strukture i stil menadžmenta.
Korporativna kultura može se sagledati i kao motor jedne organizacije, jer pokreće,
odnosno utječe na funkcioniranje njezinih zaposlenika skladno u jednom smjeru.
Koncept korporativne kulture je od osobite važnosti pri pokušaju značajne
organizacijske promjene. Organizacijske promjene moraju uključiti ne samo promjene
struktura i sam proces nego i promjenu korporativne kulture. Uspješne promjene u
poslovanju nisu moguće bez promjene korporativne kulture.
U hotelijerstvu korporativna kultura se razvija prema određenim specifičnostima, a
pojedini hoteli ili cijele hotelske korporacije obilježene su diktatom vizije velikih
hotelijera koji su svojom osobnošću kreirali korporativnu kulturu. Korporativna kultura
predstavlja presudni element različitosti. Ta pretpostavka je osobito uočljiva kod
hotelskih brendova, ali i u nezavisnim hotelima iznimno jake korporativne kulture.
Korporativna se kultura očituje kroz ponašanje zaposlenika, njihov odnos prema
gostima, sudjelovanje u humanitarnim aktivnostima, u brizi organizacije za zaposlenike
itd.
Kategorizacija i klasifikacija hotela su također važni elementi korporativne kulture, bilo
da se radi o razini kategorije (broj zvjezdica), bilo da se radi o profilu hotela
(ljetovalište, gradski hoteli itd.). Istraživanje korporativnih kultura hotelskih sustava
pokazuje važnost izbora i implementacije korporativne kulture, koju ponekad
usmjeravaju različiti čimbenici, pa i porijeklo vlasnika, obiteljske navike, religiozna
pripadnost i drugo. Analiza korporativnih kultura hotelskih asocijacija pokazuje različitosti i sličnosti sustava koji ne vežu čvrsto svoje članove, ali su svojom
korporativnom kulturom ipak prepoznatljive. Istraživanje u hotelskim korporacijama
pokazuje da jaka korporativna kultura proizlazi iz kontinuiranog obrazovanja te snažno
utječe na ponašanje zaposlenika prema gostima i stav prema poslodavcu. Istraživanje
takoñer pokazuje da u slučaju promjene vlasništva u hotelskom sustavu ne dolazi
neophodno do drastične promjene korporativne kulture ako je ona jaka. Pri tom
menadžer ima odlučujuću ulogu. Pojedini hotelski sustavi jake korporativne kulture
stvorili su vlastite edukativne centre s ciljem da se postigne, održi i unaprijedi visoka
razina kvalitete u kojoj će korporativna kultura imati središnje mjesto.
Korporativna kultura je izuzetno važan čimbenik uspješnog hotelskog menadžmenta, jer
predstavlja kompetitivnu prednost, te u konačnici utječe na stvaranje profita. Stoga je
jedan od primarnih zadataka velikih hotelskih kompanija stvaranje i očuvanje
korporativne kulture. |
| Abstract (english) | Corporate Culture is a concept that encompasses a group of beliefs, expectations and
values embraced by a majority of employees in a company and represents a system of
values expressing the philosophy, vision and mission of an organization. It manifests
itself through company’s symbols, language, decor and iconography.
Corporate culture includes basic assumptions and beliefs about reality, truth, time and
space on the one hand, as well as the assumptions about human nature, activities and
relations on the other. It manifests itself in the language used by an organization, in the
organization’s stories and rituals. In a broader sense, it influences the employees’
motivation, as well as the management of human resources. Corporate culture likewise
influences the selection of employees. No corporate culture is a monolithic culture – it is
a product of a complex system of subcultures, with all their respective characteristics.
There is a vast difference between strong and weak cultures, and this is reflected in the
level of success of a given company. Corporate culture can be strongly influenced by a
national culture, but it can also considerably differ from the culture that surrounds it –
and this state of affairs in the long term inexorably leads to conflicting situations. It is
based on a learning organization and it determines the type of the organizational
structure and management style. Corporate culture can also be perceived as a driving
force of an organization in view of the fact that it instigates or determines a harmonious,
unidirectional engagement of the employees.
The concept of corporate culture is especially important when attempting a significant
organizational change. Organizational changes have to include not only structural
changes, but the change of a corporate culture as well. Successful changes in business
are not possible without a change of corporate culture.
In hotel management, corporate culture develops according to its specific circumstances
and a number of hotels or even hotel corporations are influenced by the authoritative
vision of important hoteliers, who created a corporate culture by the force of their
personality. Corporate culture represents a decisive element of difference. This
assumption is especially prominent in the case of hotel brands and in the case of
independent hotels with an exceptionally strong corporate culture. Corporate culture
manifests itself in employees’ behavior, their attitude towards guests, their participation
in humanitarian activities, the company’s care for its employees and so on.
Hotel categorization and classification are also important elements of corporate culture,
whether in terms of the category (the number of stars), or in terms of a hotel’s profile
(sea resorts, city hotels etc.). The examination of the hotel chains’ corporate cultures reveals the importance of the choice and the implementation of a corporate culture,
which is occasionally determined by various factors - including the owner’s origins,
family habits, religious beliefs etc. An analysis of the corporate culture of hotel
associations reveals the similarities and differences of the systems whose members are
not strictly associated with them, but which have a recognizable corporate culture
nevertheless. Research done on hotel corporations reveals that a strong corporate culture
ensues from continuous training and that it strongly influences the behavior of
employees towards guests and their attitude towards the employer. Research also shows
that the change of ownership of a hotel does not necessarily entail a drastic change of
the corporate culture - if the culture is strong. In that case, the role of the manager is of
the utmost importance. Certain hotel chains, which boast a strong corporate culture,
founded their own educational centers in order to reach, maintain and improve a high
level of quality – a process in which corporate culture is of the utmost importance.
Corporate culture is an exceptionally important factor of successful hotel management
considering the fact that it represents a competitive advantage and in the end influences
profits. One of the principal tasks of big hotel corporations is therefore the development
and maintenance of their corporate culture. |
