CHAPTER 7

Culture: Understanding and Influencing

“Culture.” What is it? Tevye says it pretty well in “Fiddler on the Roof.”

“It’s what we do, it’s how we do it, it’s tradition!”

“They always come to my house for Thanksgiving,” a mother in America might say. “It’s how we’ve always done it in our family.”

“Culture” is the name we give to a group’s behavior over time.

It is what people in a group do and do not do, if they want to be accepted in the group. It’s what they (or others who have gone before them, or those who now lead them) strengthen or adjust, observe or reject—in effect, the ideas and things they have in common, they value, and they express through their behavior.

The chief communication officer’s accountability in culture influence ...

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