• Han Leap Loo Dr
  • SEE LOO BEH Associate Professor
Keywords: Organizational culture, ; Organizational Culture Assessment Instrumen, market culture.


Organizational culture plays an important and significant role in understanding organizational dynamics, its cultural profile and gaining competitive advantage. Organizational culture studies found that an organization that able to maintain and sustain a strong culture, is likely to flourish to higher level of performance. The main stimulus of this study is to diagnose the domain “perceived” type of organizational culture in the insurance industry. Data were collected from n=312 respondents among the seven participating major insurance firms. The measuring instrument Organizational Culture Assessment Instrument (OCAI) is used to diagnose the type of organizational culture. The finding shows that the insurance industry has been dominated by market culture. Hence, the characteristics of market culture on shaping the organization culture and its implication to the organization have been discussed. Further diagnosis is required of the spread of the culture profiles in terms of geographical regions and enterprise size.


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