The Role of Generic Strategies on Corporate Culture: Does the Differentiation Strategy Feed or Damage the Corporate Culture?

Abstract

The aim of the study is to examine the relationship between the differentiation strategy from generic strategies and corporate culture, and to reveal how the businesses implementing this strategy are affected in terms of external adaptation and internal integration. Qualitative and qualitative research methods were used together in the research. Research sample consists of 75 enterprises in the ISO 500 that operate in Istanbul. 32 enterprises that apply differentiation strategy among these 75 enterprises were determined with the survey technique, which is one of the quantitative research methods, and in-depth interviews were made with the employees (58) of these 32 enterprises understanding the corporate culture. As a result of the research, it was determined that institutions implementing differentiation strategies adapted rapidly in the external process, but partially negatively affected the participation, consistency and mission dimensions of corporate culture due to customer and product oriented approach.