The world-class enterprise defines its style of "existing as an enterprise" by setting up the main ingredients of its industrial culture. They consist in:
- Principles. They are necessary to define the enterprise's program: the program to exist, to operate, to compete, to innovate and to change.
Principles include strategies, policies, norms, rules and global procedures.
- Values and Beliefs. They are necessary to set the overall behaviour of the enterprise.
An enterprise, as a global entity, needs to believe in something. For instance: orientation to value and to lean principles - orientation to client - orientation and attention to employees - attention to the local community and to the environment - commitment to quality - commitment to development and innovation - clarity, openness, honesty, integrity, seriousness, sense of responsibility......
- Symbols. They are adopted by the enterprise in the deployment of Principles and in the support/protection of Values.
Symbols may include a motto, logos, marks, sentences and the like.
The keywords are coherence and consistency. Any discrepancy or inconsistency may be a serious drawback.
The other essential keyword is everybody.
In the world-class SME money and profit are not a Value nor a Belief. Profit is a primary operational objective, achievable through the professional, consistent deployment of Principles, the daily practice of Values, and hard, creative work.
Principles, Values and Beliefs originate and guide messages and behaviours.
They govern the entire enterprise image management program.
They govern as well the entire communication program.
Symbols intervene to qualify and support messages, behaviours, image and communication (more »).