Elements of the Cultural Network: The Communicators of Corporate Values

Chief executive officers of organisations are the major managers of corporate culture. CEOs must be able to influence culture through such explicit means as policy statements and slogans as well as through more subtle, implicit means such as rites, ceremonies, and symbols. A cultural network hierarchy is presented which classifies these tools according to the CEO′s personal involvement with each element. Guidelines are presented for using the tools of cultural communication to change or maintain culture at both the managerial level and the operational level of the organisation.