Social psychologists and business theorists have used the concept of culture to analyze organizations since the 1940s. In 1982, Tom Peters and Robert Waterman brought the concept into the spotlight with In Search of Excellence. The concept of corporate culture is now widely recognized. Google corporate culture and a quarter of a billion hits describe the concept, use of understanding and methods to change culture. Two distinct views of culture emerged in the 1980s; adaptationist and ideational. Peters and Waterman, among others are proponents of the adaptationist view, defining culture by customs, ceremonies and patterns which can be observed by […]