Acta Univ. Agric. Silvic. Mendelianae Brun. 2013, 61(4), 1089-1096 | DOI: 10.11118/actaun201361041089

Using test of Colour Semantic Differential for research into organizational culture

Martina Rešlová
Department of Corporate Economy, Faculty of Economics and Administration, Masaryk University, Lipová 41a, 602 00 Brno, Czech Republic

The aim of this article is to show the possibility of using a combination of the Values Survey Module 1994 (VSM 94) and the Test of Colour Semantic Differential (TCSD) for research into organizational culture. The results of the VSM 94 enable the researcher to determine which poles of Hofstede's cultural dimensions a particular working group is in fact approaching while the data obtained through TCSD make it possible to define how employees consciously rate and unconsciously perceive expressions related to Hofstede's cultural dimensions, or how they identify themselves with the researched values, respectively. The final values from the VSM 94 are compared with Hofstede's national values and it is investigated whether it is possible to speak about the impact of national culture on corporate culture. This article also describes advantages and disadvantages of TCSD as well as the possibilities of its more focused use for research into organizational culture. TCSD has not been widely used for research into organizational culture although it has many practical uses thanks to the ability to work with respondents' unconsciousness in connection with culture.

Keywords: organizational culture, national culture, Hofstede's dimension of culture, Test of Colour Semantic Differential, Values Survey Module 1994

Received: February 27, 2013; Published: July 13, 2013  Show citation

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Rešlová, M. (2013). Using test of Colour Semantic Differential for research into organizational culture. Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, 61(4), 1089-1096. doi: 10.11118/actaun201361041089
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