Part I. Myths and realities of management

1.     Is there a link between corporate culture and profit?

In this chapter we further develop the concept of organizational Unity and our initial findings with recent research about the relationship between organizational culture and long-term profitability. Four kind of cultures are identified: paternalistic, bureaucratic, aggressive and competent. The implications of the cultural types and the new demands of society are discussed.

2.     Different ways of understanding an organization

In this chapter we discuss about three different logics of an organization: mechanical, organic and anthropological and their implications for management practices. This perspectives are updated with the recent theories and findings on corporate culture and purpose, as well with new an updated examples.

3.     What are companies for

This chapter focuses on the role of company''s purpose and how to balance purpose with profit maximization and stakeholder interest. Recent theories and research - like Shared Value Creation or Hybrid organizations with "dual purposes"- are discussed, offering examples and recommendations on how to develop purpose in the equilibrium and complementarity amongst the different ends of a company.                                                                                            

Part II. In search of purpose

4.     Cultural problems today

In this chapter we discuss the main cultural problems of today''s organization (e.g. low levels of engagement, bad communication, low cooperation, lack of shared meaning, inefficient bureaucracy), the limits of Management by Objectives (MBO) and the need for an new management practice that overcome these limitations. This chapter is updated with recent research and findings that support our initial assumptions about the shortcomings of MBO for contemporary business and also bring to the discussion recent solution and proposals for MBO improvement.                                

5.     The missions of a company