The Art of Meaningful Universal Values

This article explores the relationship between individual and organisational values in order to create a positive performance outcome. Meaningful organisational cultures based on intrinsic values have been found to increase staff engagement and create a happy workforce, which in turn leads to improved customer service and loyalty. Yet, organisations struggle to develop such cultures. This paper is focused on the relationship between intrinsic values and organisational cultural values, which are seen as a part of the value-based management model. The study of organisational and individual values in the airline industry is particularly under-theorised and under investigated. So, the case studies of Thai Airways and South West Airlines are used to illustrate how organisational culture can be enhanced through recognising and incorporating real and intrinsic values.

The paper contributes to knowledge as it shows how a more meaningful culture can be developed through incorporating individuals’ spiritual beliefs into organisational values. It further contributes to knowledge by exploring how such meaningful organisational cultures can make organisations more resilient and adaptable in the new ever changing, unpredictable and demanding environment. Theoretical conclusions, explaining the observed phenomena are also made.