Initiative fatigue becalms windmill company: New corporate values fail to gain acceptance at NEG Micon

Abstract

Purpose

Analyzes the communication processes from both a management and an employee viewpoint during a corporate‐value implementation process at NEG Micon, a Danish windmill company.

Design/methodology/approach

Examines the reasons for the introduction of new values at the company, the way in which they were formulated and how they were communicated.

Findings

Reveals that the shop‐floor workers did not feel that the wording of the value statement was directed at them; some identified a discrepancy between words and practice, because managers themselves did not live up to the wording of the values, which clearly caused frustration and disappointment; managers had not evaluated their communication efforts or considered how the employees had interpreted and identified with the values.

Practical implications

Contends that managers need to take newer communication theory into consideration in order to be aware of what might go wrong in a communication process. They also need to consider both the daily working context of the employees and the historical and situational context of the organization before they launch a value project.

Social implications

Argues that the financial problems facing the company and the threat to people's jobs were important reasons that few employees identified with the values; in this respect, it seems relevant to ask whether values are the ideal management tool in times of financial crisis.

Originality/value

Illuminates the problems that may arise during an organization's introduction of a new value statement and offers recommendations for future value‐implementation efforts in organizations.

Citation

(2010), "Initiative fatigue becalms windmill company: New corporate values fail to gain acceptance at NEG Micon", Human Resource Management International Digest, Vol. 18 No. 7, pp. 9-11. https://doi.org/10.1108/09670731011083734