GLOBALIZATION

The Globalization of Research and Development and Innovation

The Globalization of Research and Development and Innovation

Introduction

Corporate culture is made up of a complex mix of employee and corporate beliefs, attitudes, values, rituals, and behaviors that permeate a company and give it its unique personality. It has surfaced as one of the most compelling factors in characterizing, leading, and managing any organization. The technological advancements of electronics in today's vehicles are being driven by the challenge to make the vehicle safer, more energy efficient and networked.

The Globalization of Research and Development and Innovation

Culture can attract the best employees and maintain their loyalty. It can rally people around an important belief or shape the definition of a corporate brand. Despite its impact, corporate culture is not always given sufficient weight or consideration, and its effects are underestimated primarily because they are difficult to measure.

In cases in which a culture springs organically from the nature of a passionate and focused leader, the company's whole existence hinges on its cultural heritage. On the other hand, many companies struggle to define the values that underpin their cultures, and many more wrestle with how culture should be articulated within the organization-beyond dressing up or down on Fridays.

The design industry relies heavily on a strong corporate culture. Nowhere does culture have a more direct impact than in a company where creativity and innovation represent the livelihood of the organization. At the same time, the mechanism that inspires creative people to come up with the perfect design is hardly the same as the one that inspires a salesperson to make a big sale. Creative inspiration, unlike a sales commission, is something that cannot be artificially generated or demanded.

From the start, the company's culture is taken very seriously. This is because its ability to attract and retain gifted creative people is a direct result of the culture it has created. From the outset, applicants are evaluated not only for their skill set, but also for their ability to fit into the group. From this perspective, the ideal cultural fit is a person who has respect for others, a sense of community, and that good old Midwestern work ethic. "It doesn't matter if we're filling a design position or an administrative position-we want good people with a sense of humor. We're not so much about individual accomplishments as we are about team accomplishments," says Ann Werner, one of the founding partners.

To this end, Werner and partner Lyle Zimmerman encourage group activities that help build a strong bond among its 20 employees. Themed potluck lunches are a staple, and summer months are full of activities, such as annual Cubs baseball and Ravinia Music Festival outings. Bowling night is a fun way to incorporate families and significant others, and children and dogs make frequent appearances in the office. From a more professional viewpoint, the founding partners have taken into account the fact that Optima is not located in Chicago's downtown, where culture, shopping, and entertainment are always a short walk ...