A Monolithic Culture: Multiple Voices Behind the Same Card

Abstract

Gold Cost, Inc. is a multinational company that sells products under brand names such as Gold Coast, Silver Border, and Brownstone. The founder created a culture; but, as the corporation grew over time, a number of smaller subcultures blossomed. No stronger subculture existed than the Silver Border brand, which at one time was the third largest category brand in the world. Much organizational literature exists today that takes exception to the assumption that monolithic cultures even exist within corporations. this research, however, not only cleearly shows the existence of a monolithic culture in a corporation but also provides insights into its strength when its behaviors are threatened by a more efficient and effective subculture.