Organisational Culture and Leadership- a Key to Competitive Advantage

Abstract

As social media has become an integral part of everyone’s life, so the content of users’ messages also reflects
the dominant culture related to a particular issue or problem. The objective of the present paper is to
understand the expressions of people as to how a culture is developed in an organisation and the role of a
leader in culture building. The present study is based on qualitative research that focuses on the collection of
tweets referring to culture# leadership# subsequently evaluated using N-Vivo software. We studied views of
people on 5265 tweets posted on culture and leadership. The study theorised that the data generated through
Twitter are useful in understanding the perceptions, ideas, and emotions of the people as they share their
real-life experiences, professional life, and ways to resolve the problem. The findings are useful for
management to understand the role of a leader not only in controlling and commanding the employees but
also in creating an encouraging, empowering and enabling work culture to attain competitive advantage
through its people. The insights are helpful for employees to understand the real meaning of espousing
culture building and for leaders to develop an environment that is flexible and helpful in problem-solving.
Cultural understanding is essential for leaders as they are the ones who create and sustain a viable culture for
the organisation. The nexus can change the mindset of employers and employees to form a congenial work
culture with good governance and leadership styles in the organisations. The paper is among the few studies
that examined how a good culture in an organisation is developed and what qualities should be possessed by
a leader through twitter qualitative analysis. The bond between culture and leadership is elaborated as an
intertwining through the opinions depicted at a social media platform.