Innocent Drinks or how a non-corporate attitude can be an exemplary corporate culture

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Innocent Drinks or how a non-corporate attitude can be an exemplary corporate culture

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Abstract

My company being a small one (4 people, me included), I couldn't really write a whole essay about corporate culture. I decided to base my paper on the company that motivated me i.e, Fresh Marketing. Founded in 1998, after a very original market survey , it's main objective is to create high quality 100% natural drinks. But not only their products are natural and innocent, their corporate culture is too. It is based on a simple objective: a happy team of employees. This principle can define the companies both Terminal and Instrumental values according to RVS. I think it is safe to say that happiness is everyone's desirable state of existence. So being happy is both the company's and the employees Terminal value.

Innocent's main objective
Terminal and instrumental values
An original corporate philosophy
Innocent grading

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[...] In 2007 company recorded a turnover of million, proof that a commitment to company culture and wholesome brand values really can lead to outstanding commercial success”[1]. Quantity remains an objective, but only achievable through quality. Uncertainty Avoidance 3/10. innocent is not afraid of working with Mc Donald's who's junk food reputation might be dangerous to innocent's healthy image in order to ameliorate Happy Meal's nutritional value; and hence the health benefits for youngsters. Nonetheless, when it comes to management, they take the reliable way. [...]

[...] Some of the examples include: offering extra-holiday to newly weds, running MIMBAs mini innocent MBAs or even a 2000£ baby bonus to expecting couples. This original corporate philosophy is extended to innocent's outside partners too. From the outset, Innocent has delighted its customers with its straightforward, almost irreverent approach to business, using a simple, down-to-earth communications technique that mirrors the no-nonsense honesty of the innocent brand and its products. An approach that has been extended to retailers too. If we follow Hofstedes beliefs one might think that this attitude comes directly from the British national culture. [...]

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