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Coursework范文-维珍组织文化。本文是一篇留学生Coursework课程作业写作范文，主要内容是讲述维珍于1970年由理查德·布兰森爵士创立。如今，它在金融服务、旅游、音乐、交通、移动电话、音乐和健身等许多领域都是世界上最大的品牌之一。维珍在全球拥有300家公司，在30个国家拥有约50000名员工，2009年全球品牌收入为115亿英镑。
1968年，理查德·布兰森发行了他的《学生》杂志。令家人惊讶的是，他卖出了50000本杂志。1970年，他辍学创办了维珍唱片公司，最初是一家邮购唱片公司，当时推出了一项新的技术，使人们能够以打折的价格出售唱片，布兰森利用了这项法律。布兰森的新公司一炮而红，销量大增。然后，邮政罢工对邮购业务产生了负面影响。布兰森改变了他的策略。他开了一家小唱片店，很成功，许多其他商店也跟着开了。罢工后出现了许多挫折，如税率和劳工罢工。然而，布兰森的性格帮助他克服了这些障碍，因为他喜欢克服新的挑战。他选择将公司命名为virgin，因为这意味着他对所从事的业务类型缺乏了解。20世纪70年代末，维珍赞助了许多在英国非常流行的乐队。在20世纪80年代初，布兰森通过在美国和伦敦之间运送乘客开创了航空业。他为乘客提供娱乐和独特的功能。20世纪90年代初，维珍大西洋开通了通往东京、希腊、香港和美国几个城市的航线，布兰森继续与大明星签约，赚了数百万美元，并将店铺扩展到新的地区。下面是这篇留学生Coursework课程作业范文的全部内容，供参考。 
Virgin Groups (History) 维珍集团（历史）
Virgin was started in 1970 by Sir Richard Branson. Today, it is one of the world’s biggest brands in many sectors like financial services, travel, music, transportation, mobile telephony, music and fitness. With 300 companies worldwide, virgin employs about 50,000 people in 30 countries, its global branded revenues in 2009 £11.5 billion (About Virgin, 2010).
In 1968, Richard Branson issued his magazine student. To the surprise of his family he sold 50,000 copies of his magazine. In 1970, he dropped out of school and started Virgin, it began as a mail-order record company, at that time a new has been introduced that enabled people to sell records at prices that were discounted and Branson took advantage of this law. Branson new company was an instant success, sales boosted. Then, a postal strike negatively affected the mail order business. Branson changed his strategy. He opened a small record store and it was successful, many other stores followed. Many setbacks followed the strike such as tax rates and labor strikes. However, Branson’s character helped him overcome these obstacles because he enjoyed overcoming new challenges. He chose to name his company virgin because it means his lack of knowledge of the type of business he entered into. In the late 1970’s Virgin sponsored many bands that became very popular in the UK. During the early 1980’s Branson started the airline industry by flying people between America and London. He offered entertainment and unique features for passengers. During the early 1990s Virgin Atlantic opened routes to Tokyo, Greece, Hongkong and several U.S. cities Branson continued to sign records with big stars and make millions of dollars and expand his stores to new areas.
Branson’s extraordinary management methods was one of the key reasons of virgins success during the 1970’s and 1980’s, Branson favored slacks and sweaters and abandoned the traditional formal workplace suits and ties, furthermore another technique that Branson used was that he operated his holding company from his private barge relying on his personal assistant to keep him in contact with his administrative staff, Branson’s barge was located in the industrial regents canal (Virgin Groups – Company History)
布兰森非凡的管理方法是20世纪70年代和80年代处女成功的关键原因之一，此外，布兰森使用的另一种技术是，他从私人驳船上运营自己的控股公司，依靠他的私人助理与他的行政人员保持联系，布兰森的驳船位于摄政运河
Introduction to Organizational Culture 组织文化概论
Cultural Functions 文化功能
It is hard to define a culture in a single way; culture is a broad word that can be adjusted on each and every nation differently. Not limited to nations, societies, and individuals, culture can be seen everywhere even in companies and organizations. Culture contains several values, principles, beliefs and behavioral style, artifacts, language and ceremonies, inside and outside an organization, where the employees can contribute to the organization within its rules and boarders. In the industry each and every union customs their own traditions, an organization will set its own culture based on its needs and requirement to represent itself (Components of Culture, 2005).
很难用单一的方式定义一种文化；文化是一个宽泛的词，可以对每个国家进行不同的调整。文化不仅限于国家、社会和个人，甚至在公司和组织中随处可见。文化包含组织内外的几种价值观、原则、信仰和行为风格、人工制品、语言和仪式，员工可以在其规则和边界内为组织做出贡献。在行业中，每个工会都有自己的传统，一个组织将根据自己的需要和代表自己的要求来建立自己的文化。
The organizational culture is important to indentify the company’s identity which will be successful by introducing three important functions (Principles of Management, 2008):
组织文化对于识别公司的身份非常重要，通过引入三项重要职能，公司将获得成功：
Control system: this function basically states what the organization managers and staff are allowed and not allowed to do, it stays within certain rules that the work force of the company should follow, and it states their behavior.
控制系统：该功能基本上说明了组织经理和员工允许和不允许做什么，它保持在公司员工应遵守的特定规则内，并说明了他们的行为。
Social glue: it is driving the employees to feel more belonging and integrated to the organization as it fitful their needs and social networking, and to be an important role in this company.
社交粘合：它促使员工更加归属于组织，融入组织，因为它符合他们的需求和社交网络，并在公司中扮演重要角色。
Sense making: this important area helps the employees to understand how the company functions, what are their goals, vision, values and how do they practice in their daily life to move forward with it.
意义：这一重要领域有助于员工了解公司的运作方式，他们的目标、愿景、价值观是什么，以及他们在日常生活中如何实践以实现这一目标。
These important functions also apply on Virgin, since the 1980’s Branson had his own unique style of management. He gave managers the authority and full control over the projects that he established. He heavily relied on a group of executives that he selected, he trusted them and allowed them to work in their
这些重要职能也适用于维珍，因为20世纪80年代的布兰森有自己独特的管理风格。他赋予管理者对他建立的项目的权力和完全控制权。他非常依赖他挑选的一批高管，他信任他们。
Divisions with minimum interference, based on their performance Branson offered his executives high-value incentives. An example of Branson’s innovative techniques to break up his large-less personal organizations into smaller units he disbanded his record enterprise into five companies by the late 1980s, each of which focused on different artists and bands. In addition, he empowered his employees to take risks without fear of failure. He is also well known to be an adventurer and a risk-taker (Virgin Groups – Company History)
布兰森根据其业绩，为其高管提供了高价值的激励措施。布兰森将自己规模较小的个人组织拆分为较小的单位的创新技术的一个例子是，他在20世纪80年代末将自己的唱片公司解散为五家公司，每家公司都专注于不同的艺术家和乐队。此外，他还授权员工在不怕失败的情况下承担风险。他也是众所周知的冒险者
Adaptive Culture 适应性文化
Ethical Culture 伦理文化
A culture of an organization is not only affected internally, it could also get affected externally, where it is very important for any organization’s culture to be adaptive to change as the employees focus on changing the culture aligned with the environment surrounding it based on its needs and to keep track with the changes (Principles of Management, 2008). To create adaptive culture, there must be a strong communication between the staff and departments; therefore Virgin’s way of communication is well-built, where Branson is accessible easily for all staff to listen, understand what the employee needs to take this company to the higher level. Branson is a good example of a manager, where he gets to fly in the economy class and help in serving food, that makes him live the moment and observe what needs to be changed in his company (Brown, 2010).
一个组织的文化不仅在内部受到影响，也可能在外部受到影响，在这种情况下，任何组织的文化都必须适应变化，因为员工会根据自身的需要，专注于改变与周围环境相适应的文化，并跟踪变化。为了创造适应性文化，员工和部门之间必须有强有力的沟通；因此，维珍的沟通方式很好，布兰森很容易让所有员工都能听到，了解员工需要什么才能将公司提升到更高的水平。布兰森是一个很好的管理者的例子，在那里他可以坐经济舱，并帮助提供食物，这让他活在当下，观察公司需要改变什么。
An organization should not only have an adaptive culture, but also it should encourage having an ethical culture where their employees can practice their values ethically and competing with honor (Principles of Management, 2008), for instance Virgin airlines; they look for people who are optimistic, enthusiastic and humble. The airline uses behavioral event interviewing, in which applicants are asked questions to
一个组织不仅应该有一种适应的文化，而且应该鼓励有一种道德文化，在这种文化中，员工可以道德地践行自己的价值观，并与荣誉竞争，例如维珍航空公司；他们寻找乐观、热情和谦逊的人。航空公司使用行为事件面试，在面试中，申请人被问到以下问题：
Indicate particular behaviors and motivations that align with a Virgin Blue personality template (Breaking in a new culture: the Virgin Blue story, 2010).
指出符合维珍蓝个性模板的特定行为和动机
Strengthen the Organization 加强组织
Cultural Strategies 文化策略
Changing and strengthen the organization culture could be done in so many ways, one of the factors is the actions of the leaders and founders where they got the opportunity to set the standard for the company (Principles of Management, 2008), just like what Virgin’s high profiled leaders did, the reason behind the success, it is because it has 12 members who were there from the start and they established the culture of virgin (Breaking in a new culture: the Virgin Blue story, 2010). Another way of strengthen the culture is by consistent rewards for the employees to encourage them to behave in a certain way, not limited to rewards but in addition selecting and socializing employees that could blend in with the organization culture. Moreover, aligning artifacts where sharing the stories and the support of the culture and celebrating their goals (Principles of Management, 2008). Virgin did not neglect their employees, Branson is a generous man, where he opens his house for staff parties, send them Christmas gifts, give them responsibilities to make them have the sense of ownership as they are well treated with autonomy (Brown, 2010)
改变和加强组织文化可以通过多种方式实现，其中一个因素是领导者和创始人的行动，他们有机会为公司制定标准，就像维珍公司的知名领导者所做的那样，成功的原因，这是因为它从一开始就有12名成员，他们建立了维珍文化。加强文化的另一种方式是对员工进行一致的奖励，以鼓励他们以某种方式行事，不仅限于奖励，还包括选择与组织文化相融合的员工并使其融入社会。此外，在分享故事和文化支持并庆祝其目标的地方，调整工件。维珍并没有忽视他们的员工，布兰森是一个慷慨的人，他在那里为员工聚会开房子，给他们送圣诞礼物，给他们责任，让他们拥有主人翁的感觉，因为他们受到良好的自治待遇
Nothing comes without planning and strategizing, so does the culture where there are some strategies to merge different organizational cultures (Principles of Management, 2008):
任何事情都离不开规划和战略制定，文化也离不开计划和战略制定
Assimilation: it is when an employee gains the cultural values from a company, and it works best when a company has a weak culture.
同化：当员工从公司获得文化价值时，同化效果最好。
Deculturation: it is basically stripping a company from its own culture and enforce new rules and values on it, and this happens when a certain culture doesn’t work for a company that needs to change.
去文化化：它基本上是将一家公司从其自身的文化中剥离出来，并在其上实施新的规则和价值观，当某种文化对需要改变的公司不起作用时，就会发生这种情况。
Integration: it is based on combining two cultures into one advanced culture and put it into the best picture; this case can work in an existing culture to improve it.
融合：它基于将两种文化结合为一种先进文化，并将其置于最佳状态；这个案例可以在现有的文化中发挥作用，以改进它。
Separation: this case happens while merging companies, however, they agree on remaining different as their business pattern requires different cultures.
分割：这种情况发生在合并公司时，然而，他们同意保持不同，因为他们的业务模式需要不同的文化。
Conclusion 结论
Virgin have their own values such as value for money “simple, but not cheap”, quality values, values for challenges, brilliant customer service, enjoyment and having fun “Humor, but not offensive”, and last but not least value for innovation “Thinking outside the box” (Brown, 2010).
To conclude, culture is an important broad topic, and it shapes the identity of an individual or a company, it is recommended for every new entry in the industry to clarify their values, beliefs and rules to have a strong presence in the market, any organization’s culture should always be fit within the environment, moderately strong and adaptive, managers should always be aware of presenting their brand in the best way possible, and culture is one of the elements that will help creating the company’s brand.
维珍有自己的价值观，如“简单但不便宜”的物超所值、质量价值观、挑战价值观、出色的客户服务、享受和娱乐“幽默但不冒犯”，以及“跳出框框思考”。
Coursework总结文化是一个重要的广泛话题，它塑造了个人或公司的身份，建议行业中的每一个新成员都明确自己的价值观、信念和规则，以便在市场上拥有强大的影响力，管理者应该始终意识到以最好的方式展示自己的品牌，而文化是帮助创建公司品牌的要素之一。本站提供各国各专业Coursework写作指导服务，如有需要可咨询本平台。
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