{"id":27057,"date":"2023-08-20T17:30:59","date_gmt":"2023-08-20T15:30:59","guid":{"rendered":"https:\/\/managementberatung-coaching.de\/?p=27057"},"modified":"2026-05-31T20:02:38","modified_gmt":"2026-05-31T18:02:38","slug":"cultural-transformation-role-executive-management","status":"publish","type":"post","link":"https:\/\/managementberatung-coaching.de\/en\/kulturelle-transformation-rolle-geschaeftsfuehrer\/","title":{"rendered":"Cultural transformation: role and tasks of executive management"},"content":{"rendered":"<div class=\"gb-container gb-container-fd340ee6\" id=\"summary\">\n<div class=\"gb-container gb-container-b90f8493 cp-container-accordion180 gb-accordion\">\n<div class=\"gb-container gb-container-d5dbb893 gb-accordion__item\" data-transition=\"slide\">\n<div class=\"gb-container gb-container-5d9c68ee gb-accordion__toggle\" id=\"gb-accordion-toggle-5d9c68ee\" role=\"button\" tabindex=\"0\">\n\n<p class=\"gb-headline gb-headline-5021f753\"><span class=\"gb-icon\"><svg aria-hidden=\"true\" role=\"img\" height=\"1em\" width=\"1em\" viewbox=\"0 0 448 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path fill=\"currentColor\" d=\"M207.029 381.476L12.686 187.132c-9.373-9.373-9.373-24.569 0-33.941l22.667-22.667c9.357-9.357 24.522-9.375 33.901-.04L224 284.505l154.745-154.021c9.379-9.335 24.544-9.317 33.901.04l22.667 22.667c9.373 9.373 9.373 24.569 0 33.941L240.971 381.476c-9.373 9.372-24.569 9.372-33.942 0z\"><\/path><\/svg><\/span><span class=\"gb-headline-text\">Management Summary<\/span><\/p>\n\n<\/div>\n\n<div id=\"gb-accordion-content-f7249701\" class=\"gb-accordion__content\"><div class=\"gb-container gb-container-f7249701\">\n\n<p class=\"wp-block-paragraph\">In order to remain competitive in a volatile environment, companies need to make cultural changes. Managing directors have a key role to play in the success of this transformation. The following tasks are associated with this role:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Initiating transformation<\/li>\n\n\n\n<li>Develop a cultural vision together with managers and employees<\/li>\n\n\n\n<li>Communicate elements of the future corporate culture<\/li>\n\n\n\n<li>Exemplify cultural values<\/li>\n\n\n\n<li>Give feedback and hold others accountable<\/li>\n\n\n\n<li>Measuring success<\/li>\n\n\n\n<li>Developing yourself and others<\/li>\n\n\n\n<li>Be consistent<\/li>\n\n\n\n<li>Review processes, systems and structures<\/li>\n\n\n\n<li>Ensure cultural fit of the strategy<\/li>\n\n\n\n<li>Making progress visible and appreciating it<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">The abundance of tasks makes it clear that managing directors are very challenged when it comes to further developing the culture of a company. This implies that all the tasks associated with change also take up a lot of time in the day-to-day work of managing directors. Plan for this time.<\/p>\n\n<\/div><\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n<h2 id=\"was-macht-eine-unternehmenskultur-aus\" class=\"gb-headline gb-headline-c4d2b1d4 gb-headline-text klein\">What constitutes a corporate culture?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The culture of a company is defined by the sum of all behaviors in that organization. <\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>How do we work together? <\/li>\n\n\n\n<li>How are decisions brought about, made and communicated? <\/li>\n\n\n\n<li>How are decisions made implemented? <\/li>\n\n\n\n<li>How easy is it to deal with change? <\/li>\n\n\n\n<li>How is management organised? <\/li>\n\n\n\n<li>How much room for manoeuvre is there? <\/li>\n\n\n\n<li>Who takes responsibility? <\/li>\n\n\n\n<li>What qualities and achievements are recognised? <\/li>\n\n\n\n<li>How do we deal with mistakes; how do we learn from them? <\/li>\n\n\n\n<li>How are conflicts addressed and resolved? <\/li>\n\n\n\n<li>How do we communicate? What is said? What is kept quiet? <\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">All this and much more is culture. That's why every company has a culture - just not always the one you want.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In order to develop the desired culture, managing directors initiate a cultural change. They want to establish new values, behaviours and norms in order to better master business challenges.<\/p>\n\n\n\n<p class=\"gb-headline gb-headline-ec8b013f gb-headline-text\">Only few Managing Directors are aware of what this transformation also requires of them.<\/p>\n\n\n\n<h2 id=\"kulturelle-transformation-aufgaben-der-geschaftsfuhrer\" class=\"gb-headline gb-headline-1e96b6a4 gb-headline-text klein\">Cultural transformation: tasks of the Managing Directors<\/h2>\n\n\n\n<p class=\"gb-headline gb-headline-ec08c597 gb-headline-text\">Even if the transformation of a company can only succeed with everyone, managing directors play a key role in this process. These tasks are associated with it:<\/p>\n\n\n<div class=\"gb-container gb-container-bf42e907\">\n<div class=\"gb-container gb-container-bfc317d7\">\n<div class=\"gb-grid-wrapper gb-grid-wrapper-0a117db1\">\n<div class=\"gb-grid-column gb-grid-column-da2eb8eb\"><div class=\"gb-container gb-container-da2eb8eb\">\n\n<h3 id=\"initiierung-transformation-anstosen\" class=\"gb-headline gb-headline-43a31bcb gb-headline-text\">Initiation: kick off the transformation<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><br><br>Example<\/p>\n\n<\/div><\/div>\n\n<div class=\"gb-grid-column gb-grid-column-49c9e226\"><div class=\"gb-container gb-container-49c9e226\">\n\n<p class=\"gb-headline gb-headline-ca857416 gb-headline-text\">The first task of the MDs is to initiate the cultural transformation by clearly communicating the goal and reason for the change within the organization.<\/p>\n\n\n\n<p class=\"gb-headline gb-headline-b2abbf65 gb-headline-text\">You don't have to say the words \"cultural transformation\". Instead, choose a formulation that is understood by everyone. <\/p>\n\n\n\n<p class=\"gb-headline gb-headline-19436b87 gb-headline-text\">\"We are increasingly realising that the way we work is preventing us from adapting quickly to new market conditions. That's why we want to scrutinise our way of working together and redefine it if necessary. To this end, we will ...\". <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">You can find more on \"Communication in change processes\" in our <a href=\"https:\/\/managementberatung-coaching.de\/en\/change-communication\/\">Articles on change communication<\/a>.<\/p>\n\n<\/div><\/div>\n<\/div>\n\n<div class=\"gb-grid-wrapper gb-grid-wrapper-5a9359df\">\n<div class=\"gb-grid-column gb-grid-column-138a007b\"><div class=\"gb-container gb-container-138a007b\">\n\n<h3 id=\"kulturelles-zielbild-entwickeln\" class=\"gb-headline gb-headline-24e34444 gb-headline-text\">Develop the desired corporate culture<\/h3>\n\n<\/div><\/div>\n\n<div class=\"gb-grid-column gb-grid-column-5fa86fdf\"><div class=\"gb-container gb-container-5fa86fdf\">\n\n<p class=\"gb-headline gb-headline-cda6f30a gb-headline-text\">We recommend that the executive management works out the core elements of the desired corporate culture together with managers and employees. This joint process later promotes acceptance of what has been developed.<\/p>\n\n\n\n<p class=\"gb-headline gb-headline-c610d80c gb-headline-text\">In family businesses, shareholders can also be actively involved in this goal-setting process. If they are not, it is important that they agree with the result.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Elements of a cultural target image<\/strong> are usually: <strong>Mission statement, values <\/strong>and <strong>Management principles<\/strong> with the resulting <strong>Behavioural anchors<\/strong>. It is important that all elements create a harmonious overall picture.<\/p>\n\n<\/div><\/div>\n<\/div>\n\n<div class=\"gb-grid-wrapper gb-grid-wrapper-04e6adec\">\n<div class=\"gb-grid-column gb-grid-column-45b28eab\"><div class=\"gb-container gb-container-45b28eab\">\n\n<h3 id=\"elemente-der-zukunftigen-unternehmenskultur-kommunizieren\" class=\"gb-headline gb-headline-3c853581 gb-headline-text\">Communicate elements of the future corporate culture<\/h3>\n\n<\/div><\/div>\n\n<div class=\"gb-grid-column gb-grid-column-976aa3b5\"><div class=\"gb-container gb-container-976aa3b5\">\n\n<p class=\"gb-headline gb-headline-a39a4119 gb-headline-text\">Once the core elements of the corporate culture have been defined, it is the task of the management to communicate them. Supplement this top-down communication with a multi-level communication concept that includes employees and managers. For example, they can explain what they understand by the respective values, why they are important and how they live them in the respective teams.<\/p>\n\n<\/div><\/div>\n<\/div>\n\n<div class=\"gb-grid-wrapper gb-grid-wrapper-244577d7\">\n<div class=\"gb-grid-column gb-grid-column-28b1876c\"><div class=\"gb-container gb-container-28b1876c\">\n\n<h3 id=\"kulturelle-werte-vorleben\" class=\"gb-headline gb-headline-ed5fbb2e gb-headline-text\">Exemplify cultural values<\/h3>\n\n<\/div><\/div>\n\n<div class=\"gb-grid-column gb-grid-column-fa01a3d6\"><div class=\"gb-container gb-container-fa01a3d6\">\n\n<p class=\"gb-headline gb-headline-97c90844 gb-headline-text\">It is a critical success factor in this cultural change process that you as a manager exemplify the elements of the desired culture. The key question is: \"Do you as a manager behave in a way that is defined by the values and leadership principles?\"<\/p>\n\n\n\n<p class=\"gb-headline gb-headline-773f960d gb-headline-text\">If your behaviour is not in line with the defined target culture, not only you but also the target culture will lack credibility and the transformation will fail.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Only if the management lives the new culture with the corresponding behaviours can it keep its managers and employees committed and address inadequate behaviour and demand change.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For cultural transformations that we support, we recommend that managing directors look for sparring partners who provide them with continuous, honest feedback on their behaviour. This can also take the form of regular work shadowing. A 360\u00b0 feedback process can be used to take stock.<\/p>\n\n<\/div><\/div>\n<\/div>\n\n<div class=\"gb-grid-wrapper gb-grid-wrapper-95de9e6b\">\n<div class=\"gb-grid-column gb-grid-column-51fbf58a\"><div class=\"gb-container gb-container-51fbf58a\">\n\n<h3 id=\"feedback-geben-und-andere-verbindlich-halten\" class=\"gb-headline gb-headline-047cd320 gb-headline-text\">Give feedback and hold others accountable<\/h3>\n\n<\/div><\/div>\n\n<div class=\"gb-grid-column gb-grid-column-f5041431\"><div class=\"gb-container gb-container-f5041431\">\n\n<p class=\"gb-headline gb-headline-e2d8ba2b gb-headline-text\">If you notice that desired behaviour is being violated, it is your job to address this. At the same time, you should reinforce behaviour that is in line with the defined values and management principles by praising it.<\/p>\n\n<\/div><\/div>\n<\/div>\n\n<div class=\"gb-grid-wrapper gb-grid-wrapper-f1542c7a\">\n<div class=\"gb-grid-column gb-grid-column-54eabd80\"><div class=\"gb-container gb-container-54eabd80\">\n\n<h3 id=\"regelmasige-erfolgsmessung\" class=\"gb-headline gb-headline-0739fefc gb-headline-text\">Regular performance measurement<\/h3>\n\n<\/div><\/div>\n\n<div class=\"gb-grid-column gb-grid-column-880118e9\"><div class=\"gb-container gb-container-880118e9\">\n\n<p class=\"gb-headline gb-headline-c59822aa gb-headline-text\">In addition to individual feedback, it is the task of executive management to introduce instruments that enable regular measurement of success. These include \"culture checks,\" \"360\u00b0 feedback,\" \"employee surveys,\" \"employee appraisals\" or \"supervisor feedback\". <\/p>\n\n\n\n<p class=\"gb-headline gb-headline-f4ba1922 gb-headline-text\">All of these results provide a good overview of where the organisation stands in relation to the desired culture. The results also make it possible to derive measures to continue the change process in a targeted manner.<\/p>\n\n<\/div><\/div>\n<\/div>\n\n<div class=\"gb-grid-wrapper gb-grid-wrapper-bdab235c\">\n<div class=\"gb-grid-column gb-grid-column-4ae18b57\"><div class=\"gb-container gb-container-4ae18b57\">\n\n<h3 id=\"sich-selbst-und-andere-entwickeln\" class=\"gb-headline gb-headline-f86e764e gb-headline-text\">Developing yourself and others<\/h3>\n\n<\/div><\/div>\n\n<div class=\"gb-grid-column gb-grid-column-8c376eca\"><div class=\"gb-container gb-container-8c376eca\">\n\n<p class=\"gb-headline gb-headline-687915cd gb-headline-text\">Since a cultural transformation always implies work on the behavior of all people involved, it is important that this development process is accompanied by further training measures. Mentoring, coaching and training programs are proven instruments for which a budget must be planned and made available.<\/p>\n\n<\/div><\/div>\n<\/div>\n\n<div class=\"gb-grid-wrapper gb-grid-wrapper-e582245e\">\n<div class=\"gb-grid-column gb-grid-column-8a47ee2b\"><div class=\"gb-container gb-container-8a47ee2b\">\n\n<h3 id=\"konsequent-sein\" class=\"gb-headline gb-headline-440ffa6a gb-headline-text\">Be consistent<\/h3>\n\n<\/div><\/div>\n\n<div class=\"gb-grid-column gb-grid-column-0245e218\"><div class=\"gb-container gb-container-0245e218\">\n\n<p class=\"gb-headline gb-headline-8e7eda4c gb-headline-text\">If you as the managing director notice that managers repeatedly fail to behave in accordance with the values and management principles, it is up to you to draw the consequences and, if necessary, fill new management roles.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This consequence is fundamental if the transformation is to succeed. However, it will only be accepted if you exemplify the desired behaviour.<\/p>\n\n<\/div><\/div>\n<\/div>\n\n<div class=\"gb-grid-wrapper gb-grid-wrapper-05790134\">\n<div class=\"gb-grid-column gb-grid-column-3990fe04\"><div class=\"gb-container gb-container-3990fe04\">\n\n<h3 id=\"prozesse-systeme-und-strukturen-hinterfragen\" class=\"gb-headline gb-headline-be64a54f gb-headline-text\">Scrutinising processes, systems and structures<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Example<\/p>\n\n<\/div><\/div>\n\n<div class=\"gb-grid-column gb-grid-column-f719589c\"><div class=\"gb-container gb-container-f719589c\">\n\n<p class=\"gb-headline gb-headline-3589d7ef gb-headline-text\">In addition to behavioural changes, the structures of the company must be brought into line with the desired culture. <\/p>\n\n\n\n<p class=\"gb-headline gb-headline-4337c69e gb-headline-text\">If cooperation is one of the corporate values, it is advisable to scrutinise the company's target and remuneration processes. To what extent do they support or undermine cooperative behaviour? Do individual targets and bonuses still make sense or is it time to introduce a standardised profit-sharing scheme?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Structure creates culture. It is therefore elementary to align processes, systems and structures with the desired corporate culture. You can read more about this in our <a href=\"https:\/\/managementberatung-coaching.de\/en\/leadership-culture-change-blanc-fischer\/\">interview with  Bernd Kratochwille, Head of Corporate Human Resources der BLANC &amp; FISCHER Corporate Services GmbH &amp; Co.\u00a0KG<\/a>.<\/p>\n\n<\/div><\/div>\n<\/div>\n\n<div class=\"gb-grid-wrapper gb-grid-wrapper-691ffa1c\">\n<div class=\"gb-grid-column gb-grid-column-584085d7\"><div class=\"gb-container gb-container-584085d7\">\n\n<h3 id=\"kulturellen-fit-der-strategie-sicherstellen\" class=\"gb-headline gb-headline-879b4f4c gb-headline-text\">Ensure cultural fit of the strategy<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Example<\/p>\n\n<\/div><\/div>\n\n<div class=\"gb-grid-column gb-grid-column-c6ac74cd\"><div class=\"gb-container gb-container-c6ac74cd\">\n\n<p class=\"gb-headline gb-headline-3024b6a7 gb-headline-text\">In addition to the structures, the corporate strategy must also match the culture. <\/p>\n\n\n\n<p class=\"gb-headline gb-headline-88d268d8 gb-headline-text\">If sustainable action is part of the cultural cornerstone, this must be reflected in the strategy and in concrete measures. Otherwise, both will lack credibility and cultural change will not succeed.<\/p>\n\n<\/div><\/div>\n<\/div>\n\n<div class=\"gb-grid-wrapper gb-grid-wrapper-6f257493\">\n<div class=\"gb-grid-column gb-grid-column-2d72ddfd\"><div class=\"gb-container gb-container-2d72ddfd\">\n\n<h3 id=\"fortschritte-hervorheben-und-wertschatzen\" class=\"gb-headline gb-headline-946b8737 gb-headline-text\">Emphasising and appreciating progress<\/h3>\n\n<\/div><\/div>\n\n<div class=\"gb-grid-column gb-grid-column-9f72117e\"><div class=\"gb-container gb-container-9f72117e\">\n\n<p class=\"gb-headline gb-headline-4f1bc18d gb-headline-text\">As cultural development usually takes place over several years, it is important to continuously emphasise progress. It is the task of the management to recognise successes and progress, but also to make it clear what still needs to change. <\/p>\n\n\n\n<p class=\"gb-headline gb-headline-d375ead4\"><span class=\"gb-icon\"><svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"1em\" height=\"1em\" viewbox=\"0 0 24 24\"><path fill=\"currentColor\" d=\"m12.922 16.587l-3.671 3.671a3.896 3.896 0 0 1-5.504-5.509l-.002.002l3.671-3.671a1.3 1.3 0 0 0-1.837-1.835l.001-.001l-3.671 3.671a6.494 6.494 0 0 0 9.187 9.175l-.003.002l3.671-3.671a1.3 1.3 0 0 0-1.837-1.835l.001-.001zM24.007 6.489A6.494 6.494 0 0 0 12.921 1.9L9.25 5.571a1.3 1.3 0 1 0 1.835 1.837l.001-.001l3.671-3.671a3.896 3.896 0 0 1 5.504 5.509l.002-.002l-3.671 3.671a1.3 1.3 0 1 0 1.835 1.837l.001-.001l3.671-3.671a6.432 6.432 0 0 0 1.908-4.58V6.49z\"><\/path><path fill=\"currentColor\" d=\"M7.412 16.592c.235.235.559.38.918.38s.683-.145.918-.38L16.59 9.25a1.3 1.3 0 0 0-1.837-1.835l.001-.001l-7.342 7.342c-.235.235-.38.559-.38.918s.145.683.38.918\"><\/path><\/svg><\/span><span class=\"gb-headline-text\"><a href=\"https:\/\/managementberatung-coaching.de\/en\/strategy-communication\/\">Managing director knowledge: How to explain strategy clearly<\/a><\/span><\/p>\n\n<\/div><\/div>\n<\/div>\n<\/div>\n<\/div>\n\n<div class=\"gb-container gb-container-ed6f28f7\">\n\n<a class=\"gb-button gb-button-48a53acd gb-button-text gb-button-standard\" href=\"https:\/\/sabinewalter.group\/shop\/\" target=\"_blank\" rel=\"noopener noreferrer\">Want to drive a cultural change? <br>Use our executive coaching for a sparring session.<\/a>\n\n<\/div>\n\n\n<p class=\"topline wp-block-paragraph\">Conclusion<\/p>\n\n\n\n<h2 id=\"kulturelle-transformation-ist-chefsache-die-zeit-dafur-muss-eingeplant-werden\" class=\"gb-headline gb-headline-7e5bca39 gb-headline-text klein\">Cultural transformation is a top priority. Time must be scheduled for it.<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Changing a company's culture also demands a lot of time from the managing directors. Depending on the company, this can be 30%-40% of working time. You should plan for this time.<\/p>\n\n\n\n<p class=\"gb-headline gb-headline-aa250599 gb-headline-text\">Because: Culture does not change along the way, and cultural change is not the task of external consultants. Cultural change is the result of many behavioral changes by all members of an organization, exemplified by the managing directors and supported by appropriate structures, processes and systems. Initiating cultural change, setting an example and ensuring that it is firmly anchored is a top management's job.<\/p>","protected":false},"excerpt":{"rendered":"<p>Recent years have shown that companies - regardless of size - are much more challenged to change in shorter cycles and sometimes more profoundly. <\/p>\n<p>In order to remain competitive in a volatile environment, many companies are questioning their culture and initiating cultural changes. Success depends on various factors, including to a large extent on the executive managers. They have a key role in this change process. Read this article to find out what tasks are associated with this role.<\/p>","protected":false},"author":2,"featured_media":27084,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_seopress_titles_title":"Kulturelle Transformation: Aufgaben der Gesch\u00e4ftsf\u00fchrung","_seopress_titles_desc":"Kulturelle Transformation ist Chefsache. 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