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CORPORATE IDENTITY AS A FUNCTION OF ENTREPRENEURIAL ORIENTATION
                         AND CULTURAL VALUES OF MANUFACTURING COMPANIES IN
                                REGION XII, PHILIPPINES: A CONVERGENT DESIGN


                                               Maria Estela Monette M. Flauta
                                   Davao Oriental State College of Science and Technology
                                                     Davao, Philippines






               ABSTRACT


               The primary purpose of this mixed methods study was to address the link of entrepreneurial
               orientation and cultural values with corporate identity in Region XII. The study also explored
               the significant experiences of employees in manufacturing companies. For the quantitative
               strand, a total of 426 respondents participated in the survey and 17 for the qualitative portion. A
               convergent mixed method approach was used within the pragmatic philosophical worldview.
               Empirical findings showed that the level of entrepreneurial orientation, cultural values and
               corporate identity is at a high level. Results further exhibited that the domain of cultural values
               best predicts corporate identity. For the qualitative part, the following themes were generated:
               symbolism or visuals, behavior, communication, autonomous behavior, innovativeness,
               proactiveness, risk-taking, power distance, uncertainty avoidance, collectivism, long-term
               orientation and masculinity. As to the corroboration of quantitative and qualitative data, there are
               three nature of integration noted: merging-confirmation occurred for corporate identity indicators
               namely symbolism & behavior, for entrepreneurial orientation indicators namely autonomous
               behavior & risk-taking and for CV indicators namely power distance, uncertainty avoidance &
               collectivism. Merging-discordance occurred for corporate identity indicator communication, for
               entrepreneurial orientation indicators namely pro-activeness & innovativeness, and for cultural
               values indicators namely long-term orientation & masculinity. Merging-expansion transpired
               when quantitative results showed that cultural values best predicts corporate identity but
               participants in the qualitative portion did not totally contradict nor agree with the quantitative
               result.


               KEYWORDS
               Corporate identity, entrepreneurial orientation, cultural values, mixed methods, convergent
               design, Philippines
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