VNU — UNIVERSITY OF ECONOMICS AND BUSINESS FACULTY OF BUSINESS ADMINISTRATION BUILDING CORPORATE CULTURE CASE STUDY: BACHKHOA-APTECH Supervisor’s name: Dr. Do Tien Long Student’s name: Nguyen Thi Thu Student ID: 12050104 Class: QH2012E-QTKD Program: International Standard Program Hanoi — May 2015 ACKNOWLEDGEMENT On completing this study, I would like to express my sincere thanks to many people who supported and assisted me with their enthusiasm. Initially, I would like to send my special thank to Bachkhoa-Aptech International IT Education System for their acceptance to let me be an apprentice here. This gives an active and professional working environment.
I can learn a lot from Bachkhoa- Aptech’s organizational culture and working styles of the staffs. Secondly, I would like to express my gratitude to Mr. Nguyen Hoai Duy - my director at Bachkhoa-Aptech and to the staffs here. Special thanks go to all people who work at Marketing Department.
All of them did help me a lot by providing information about company, sharing their working experiences here and their techniques of customers serving. Furthermore, they consider me as a staff of Bachkhoa-Aptech forcing me to follow Bachkhoa-Aptech’s regulation and giving me some tasks to understand more about how to make event marketing strategy. Moreover, I would like to express my deeply appreciation to my supervisor Dr. Do Tien Long.
Lecture of Business Administration Faculty - University of Economics and Business for his consistent availability, guidance and encouragement. Without his help, I could not build up a good outline and me the right to complete the study as well as my internship report as my best. Besides, it would be an unforgivable mistake if I forgot to acknowledge the change that Business Administration Faculty gave to practice this summer, I could improve a lot both my knowledge, skills and could get in touch with the real working environment. Finally, | wish to thank all my friends to for their sharing, support and encourage needed during my implementation of this paper.
TABLE OF CONTENT: ACKNOWLEDGEMENT+4aqbbddgeed Gadiotoiaaksiisteooiadoeseas i EG AE TBSi TGHDADNVNUEEUAELUS. V Á BS THAI C Tag graagadoaadtiebdbadsii6teo00466565665648005666360340160586010130169061644E vi PTT ROC xxx." Is LJ Detine the significant:of resent’: sscsisscscsssccavenssssiunsvasenssssusmarsenvcesaveccsavuasatserse | l2 :A1Ti OF T6 BI by 0s t2 ki 6 0404 ÄGRGEHAGGHIIGINGAOENHGNDSNSHSS-L6/oRnSt 1 1.3 Research sub] Cts iscsisusscssssssemncnscusvansvassaseresacsssssonsssanenncssssnsnosoanspvevessentonssvsnnsavencases 2 Lái Restarch Purpose sss avcnneraeeaamcmnaracarnnmnmnmnnmenaseae 3 cv). 3 127 Research Structure coi 1 c62061046146054006038604605546663/061644k564ã4061680460uu50360636013 0460666 4 CHAPTER 1: LITERATURE, RE VIE Ws sssssssssssssessscsssenasecsstaasscesssasassnassssscassesesseastes 6 THE BASIC THEORIES OF ORGANIZATIONAL CULTURE. An overview of Organizational Culttite sissccsscosssas6ise441166650539G388553444853 0340486656 6 1.1 Concept of Organizational Culture 0.2: Types of Organizational.3 Measurement of Organizational CuÏture.2 Level and structure of Organizational CuÏture.-- 55s + +<<+ss++ss£+ss+ 14 1.1 Theitangible VRÌEerssoesesnooinisoievisail4251200023SGG5E53809LS8Đ1AiGS608566i04335885684g895638g5005 14 1.2 The intangible value.3 Factors affecting the development of Organizational Culture.
16 T1 4H0 wes cerancicncceseaieraaiaaaaaeas inden RRR eT Raa 16 CHAPTER. 2: RESEARCH ME THODO LOG Y .-ccsssssasunsesnenssnenesevsnneantonenensenencences 19 2:1 Research 1iethodol ogy oisdiisistnii080061636166854611015854048i013038113860/30380358311564890034030 19 2.-- + sàng nh HH ng 20 26k<;2LJIT€DEIODSGEVIREOITuccbantdinniEtidak2015660011416406115048668503364868659148581/611260401035941438812 001 20 21. Seii-stuctire HH EVIEN Lo ancien 21 2:2 Data collections ciscsesusarsneccasssnannaconmevenocasenasaneesnsnsouvenvouevavenasaceacessaantssesnessnsuacaven 21 2.3 Data @nalysis ie: cccssscesumrsmusesatcazacenmaeecr aca 22 CHAPTER 3: RESULTS AND ANALYSIS .1 Background about Bachkhoa-Aptech international IT education system.1 The history of Bachkhoa-Aptech. co con HH 0 1n nêm 23 2 OTe gTH112201010ESLITTOLDIEHG fuoesuieuasiceibnfeibi3/671040400204072E142180309404009000710061/04086/10028001'096020M02/02998 24 3.2 The current status of corporate culture at Bachkhoa-Aptech.1 The corporate culture ITẨUEIIVC.
c1 13 vn HH ngư 26 3.2 The non-intuitive characteristics of corporate culture in Bachkhoa-Aptech. 32 5-3 Data Sialy SiS woe senor nesneeara aS 37 3.4 Problems found in building organization culture at Bachkhoa-Aptech. 42 CHAPTER 4: FINDING AND DISCUSSION.1 Finding and discussion .2 Some suggestions to build corporate culture at Bachkhoa-Aptech.1 Improving knowledge about corporate cuÏfUF€.2 Increasing investment for corporate CUItUTE .---- 5+5 + +55 ss<s+ssxs+ 45 423 Building business pHHGSĐDHẲ wessessesssessescsesecasseseempsessesesesareecupeneaeeassaaeaaees 45 4.4 Developing leadership Irn1a0Ø€.- + nh nh nh nh nệt 46 iv 4.5 Human development na ố. 47 42:6 Raising BOITiTHHĐHEsecisssscneistiL6012660015661660561681615660463860045056316369136G0453516660156 49 “1208.
ố ốc ốa ống ga 49 42S Repu lations ON UN OPM isacessessxeevsnavencoumnaccncressveoensanaxsancansnevarescesamwsnwenensceenesnee 50 CONCLUSION sisssssssssssssscasscesussennsnceacesscanaietsasnsesvnsctassceastseamiasaniea tessa wsmeniaaaueasuounceiae 52 243/74 c4, J0 2-0 ưu 1411. Ð Ð 53 APPEN DEX: Á lucggnpioauieiooigiistitgi615601ã6355668468519613645366:x464ã4655u846ã53655818GG46333588g3800088 55 PE EA, TY icnsicnsciessnnsanesitnns NH NRBRREERDOONAAUZAJN. 56 TABLE OF FIGURES: Figure 2.1 Components of data analysis: interactive MOE] .1: The organization structure of Bachkhoa-Áptech.cccccccccccccscccceesscesscecesssesessesessseeenssseesesseeessssesseeessseeess 38 Table 1: Employee perceptions about Bachkhoa-Aptech expression of corporate Table 2: Employee perceptions about factors affecting corporate cuÏfwre. 40° Table 3: The percentage of people participating in cultural activities at Bachkhoa- Table 4: Evaluation of the behavior Of BOD visccsssiscssssvosvesvcssccnscstssesecousveasnniwrsaancsoess 41 Table 5: Employee satisfaction while working at Bachkhoa-ptech.- -- +: 42 vi ABSTRACT Building the corporate culture in IT education development is considered as an essential factor for effectiveness and efficiency of IT education system.
The adoption and implementation of corporate culture development method enable organizations to adapt to the dramatically changing business environment. This thesis aims at investigating the interpretation of corporate culture in IT education development context, with purpose of identifying in the IT education development process in the studied company and then making some useful suggestions for this company to improve their current process. The deductive approach, the qualitative research method, and the semi-structured interview are employed to conduct the research. The result of this thesis also pointed out three related problems and suggested three solutions correspondingly.
Key words: Corporate culture, organization culture INTRODUCTION 1.1 Define the significant of research The country's economy since the “Doi moi” has developed very fast, with the strong growth of domestic enterprises, especially foreign-owned enterprises. However, the development is still on small, unstable and unsustainable. The majority of enterprises are not forming a separate business identity. On 7/11/2006, Vietnam officially became a WTO member.
Economic integration brings many opportunities but also great challenges in the fiercely competitive environment. We must make strong actions to prevent shaky integration, without losing national identity. In the context of globalization, besides the interference of resources there is interference between diverse cultural currents, affecting the style, the attitude of the business work. The needed of people also turn to focus on the cultural values.
Competition by digital technology in the age of the flat world is no longer occupied by the long standing nature of technology diffusion technique quickly. Instead the key role of corporate culture in the competition because other than technology, corporate culture is difficult or impossible to imitate the whole, it will create its own definition, allure leads for businesses. L2 Aim of research Our society also began referring to the issue of corporate culture, promote cultural honor entrepreneurs to take 13/10 days as Vietnam Entrepreneur Day. Increasingly appears the training course on corporate culture, however, all formal man still high, officials ere properly concerned, the vast majority of these activities are still highly formalistiz, not yet proper care, the vast majority of businesses have yet to realize the important role of building corporate culture, not to recognize the corporate culture as the foundation and driving force of business development.
In this ccntext, the study of corporate culture and its influence on the survival and development of enterprises an important means, especially during the break up of the business travel Vietnam today. Bachkhoa-Aptech International IT Education System is a joint-stock company, operating in the fields of education and training. The company has a certain interested in the construction and development of corporate culture. Thus, the status of corporate culture in the company like? The influence of corporate culture to the performance of the company like? 1.3 Research subjects We do not work at company all time in a day.
The workplace also don’t be something that people dread. Employees should look forward to getting their jobs. In fact, they often have a hard time leaving because of the challenges, their co-workers, and the atmosphere and they fell stressful. While the work always has difficult, the culture shouldn’t make employees stress more.
On the other hand, the culture should be designed to reduce the stress of work. According to Frances Frei and Anne Morriss at Harvard Business Review: “Culture guides discretionary behavior and it picks up where the employee handbook leaves off. Culture tells us how to respond to an unprecedented service request. It tells us whether to risk telling our bosses about our new ideas, and whether to surface or hide problems.
Employees make hundreds of decisions on their own every day, and culture is our guide. Culture tells us what to do when the CEO isn’t in the room, which is of course most of the time.” Ravasi and Schultz (2006) wrote that: Organizational culture is a set of shared assumptions that guide what happens in organizations by defining appropriate behavior for various situations.It is also the pattern of such collective behaviors and assumptions that are taught to new organizational members as a way of perceiving and, even, thinking and feeling. Thus, organizational culture affects the way people and groups interact with each other, with clients, and with stakeholders. In addition, organizational culture may affect how much employees identify with an organization.
Schein (1992), Deal and Kennedy (2000), and Kotter (1992) advanced the idea that: Organizations often have very differing cultures as well as subcultures. Although a company may have its "own unique culture", in larger organizations there are sometimes co-existing or conflicting subcultures because each subculture is linked to a different management team.4 Research purpose With the thesis title “Building corporate culture: Case study of Bachkhoa-Aptech”, the purpose of this study is to contribute to the understanding of how corporate culture can be applied to company development and how can corporate culture improve the labor forces for Bachkhoa-Aptech.5 Research scope The topic focused on corporate culture at Bachkhoa-Aptech International IT Education System, and clarify the strengths and weaknesses exist in the company culture. On the basis of the subject and propose some solutions to improve operational efficiency of Bachkhoa-Aptech through building corporate culture. Scope content: study focuses on corporate culture issues.
The scope of space: the study was conducted to collect data, observations, interviews at the company office in Hanoi. The scope of time: article research is conducted from 01/2016 to 04/2016, real-time internship at the company starting from 15/02/2016 to 30/04/2016.6 Research contributions This research is a result of three-month internship as a event collaborator in Bachkhoa-Aptech International IT Education System. Referring to the main research question, this study is more descriptive of the current practices of the corporate culture in Bachkhoa-Aptech International IT Education System. Therefore, this research used qualitative approach with direct observation and semi-structured interview method.
The data was collected from primary resources. All primary data are provided by and gathered directly at the company through a questionnaire survey that was asked directly to human resource manager, the marketer in Bachkhoa- Aptech International IT Education System. The analysis will be conducted base on the collected data and then those data can be displayed and visualized as results. Eventually from the analysis of the collected data, conclusions of the wastes and problems in the corporate culture development and recommendations of corporate culture for Bachkhoa-Aptech International IT Education System were made.7 Research structure This study contributes to both the theoretical and practical dimensions of building the corporate culture.
The study is important to review and understand the interpretation in corporate culture development context. Through the issues studied in this paper, practitioners and researchers may have a background of how to build the corporate culture to small company. Findings from this study Apart from the acknowledgement and the introduction, this study is carried out in four main chapters including: > Chapter 1: Literature review: This chapter will provide theoretical framework for the research. It includes fundamental concepts about corporate culture as well as the interpretations of corporate culture in development off Vietnamese company.
> Chapter 2: Research context and methodology: This chapter will describe the context where the research is conducted. In addition, it will also provide detail research method from preparing for collecting data to analyzing data.