1. automotive and vehicles
2. cars
3. car culture

Cultural Development – Wie bekommen
wir den Pudding an die Wand?
Andreas Müller, Barbara Scheidegger, SWISS
Matthias Meifert, HR Pepper
29.05.2015
Agenda
•  Nicht schon wieder: Ein HR-Projekt ohne
Wirkung?!
•  Kulturarbeit zwischen Elfenbeinturm und
Partizipation
•  Wege, den Pudding an die Wand zu bringen
•  Lessons Learnt
2 | SWISS@Hoffest 2015
Unternehmenskultur?
3 | SWISS@Hoffest 2015
Nicht schon wieder: Ein HR-Projekt ohne Wirkung?
4 | SWISS@Hoffest 2015
Commoditisation of aviation services increases the
need to differentiate our services & products
Lowest
prices
Easy
booking
Commodity
Public
transportation
5
| SWISS@Hoffest 2015
Limited
differentiation
Culture as part of the magic triangle enables us to
differentiate our services
Our corporate strategy calls for a motivated bestin-class team. Results from our employee survey show that
elements of our culture are not consistent with this. We can
do better.
WHY
We
… 
…and help us move
closer to our vision.
… 
… 
… 
miss direction and thus have low
trust towards the management.
perceive the coordination of the work
as low which leads to severe overload.
perceive that the work environment
and facilities don’t support high
performance.
feel that you do not listen to us. We
are not involved in decisions and can’t
contribute our ideas.
feel we are not all in this together.
miss recognition.
Foster motivated
best-in-class team
… 
… 
WHAT
Current and target culture will be described, gaps
identified and measures to close gaps implemented.
CURRENT CULTURE
?
Analyze different aspects of
the SWISS culture from
Identify relevant
different perspectives and
gaps
derive hypotheses
✔
TARGET CULTURE
Define
characteristics of a
culture that supports
strategic goals
Close gaps with concrete
measures
Driving forces for culture shift &
stabilisers for sustainable change
6 | SWISS@Hoffest 2015
Kulturarbeit zwischen Elfenbeinturm & Partizipation
Starker Vorstand
schlanke
Organisation
Partizipation
«Just do it»
à Methodenmix!
7 | SWISS@Hoffest 2015
Wege, den Pudding an die Wand zu bringen
Overview
time
today
09.02. – 31.05.
1.06. – 28.06.
29.06.–31.08.
Implementation
Formulation action plan
Gap
analysis
Development of target culture
Analysis of current culture
•  Description of current
culture in terms of
artefacts and values
-  SWISS culture
-  Sub cultures
•  Shared perspectives on
current culture
Milestones
Kick-off
week 7 8 9
February
8 | SWISS@Hoffest 2015
•  Identified
gaps
•  Described &
evaluated
gaps
•  Levers of cultural change
•  Prioritised fields of action
•  Measures per field of action
-  driving measures, project specific
-  stabilising, on going
•  Change indicators & KPIs
•  Passed implementation plan
•  Description of target culture
in terms of artefacts and
values
•  SWISS-specific culture
vision shared by
management
•  Operationalisation of target
Gap analysis
culture in terms of
Target culture
behavioural anchors
Current culture
Action
plan
Fields of action
Project set up
10 11 12 13
March
14 15 16 17 18 19 20 21 22
April
May
23 24 25 26 27 28 29 30 31 32 33 34
June
July
August
35 36 37
September
Wege, den Pudding an die Wand zu bringen
Competing Values Framework: Überblick
Individualität
Flexibilität
Kultur Typ:
CLAN-Kultur
Kultur Typ:
ADHOCRACY (flexible
Organisationsform)
Orientierung:
ZUSAMMENARBEIT
Führungstyp:
Vermittler
Mentor
Team orientiert
Orientierung:
Führungstyp:
GESTALTUNG
Innovator
Unternehmer
Visionär
Treiber:
Commitment
Treiber:
Weiterentwicklung und
hohes Commitment
schaffen Effektivität
Innovative Ergebnisse
Transformation
Agilität
Was schafft
Effektivität:
Innovation, Vision & Wan-del schaffen Effektivität
Kultur Typ:
HIERARCHIE-Kultur
Kultur Typ:
MARKT-Kultur
Orientierung:
Führungstyp:
KONTROLLE
Koordinator
Organisator
Überwacher
Orientierung:
Führungstyp:
WETTBEWERB
Wettkämpfer
Produzent
Antreiber
Treiber:
Effizienz
Treiber:
Marktanteile
Kommunikation
Entwicklung
Was schafft
Effektivität:
Interne
Belange
Konsistenz
Zielerreichung
Gleichförmigkeit
Was schafft
Effektivität:
Kontrolle, Effizienz und
leistungsstarke Prozesse
schaffen Effektivität
Profit
Was schafft
Effektivität:
Stabilität
Stability
Kontrolle
control
9 | SWISS@Hoffest 2015
Externe
Positionierung
Aggressiver Wettbewerb
und Kundenfokus
schaffen Effektivität
(Cameron, Quinn, DeGraff & Thakor, 2006)
Current Culture
corresponding artifacts (preliminary results)
Artifacts
elcome
w
m
r
a
w
to new
ues
atgev
co...llele
eryone
participate
sepa
r
depa ation of
rt
by bu ements
ilding
s
tely
e
l
p
m
co
nt
differe &
s
opinon
s
action
en
betwe
nt
differe
ent
m
e
t
r
a
dep
Artifacts
minor decisions
are presented
to the MB
10 | SWISS@Hoffest 2015
Artifacts
little
acce
p
expe tance of
rt‘s v
oice
Artifacts
Top
ment
e
g
a
n
Ma
e not
r
a
s
e
offic
ially
espec d from
te
separa ices
ff
other o
monthly reports
of KPIs with a
focus on
profitability
decis
i
alwa ons not
ys
on fa based
c
figur ts and
es
Lessons learnt
Bezug zum
Business
herstellen
Es gibt immer
verschiedene
(Sub)Kulturen!
TopManagement
Support ist
wichtig aber
nicht alles!
Kulturveränderung beginnt mit
der Analyse!
Externe
Perspektive ist
sehr
empfehlenswert!
11 | SWISS@Hoffest 2015
Geduld &
Flexibilität ist
gefragt
Thank you