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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