The New Corporate Cultures Author:Terrence E. Deal, Allan A. Kennedy The authors of the hugely influential Corporate Cultures reunite to assess the effects of the last fifteen years of management trends and to offer new insights for achieving corporate renewal Since the publication of the authors' pioneering Corporate Cultures in the early 1980s, managers have come to recognize that culture plays an essential ro... more »le in corporate strategy and performance. Reuniting after fifteen years on the front lines, Deal and Kennedy assess the effects of economic forces (such as globalization and technology) and management trends (such as downsizing, outsourcing, short-termism, and merger mania) on corporate culture. Despite these tremendous pressures, people in organizations will naturally create self-reinforcing communities; the challenge for managers and leaders is to find ways to knit these fragmented-and often embattled-cultures together. Taking examples from innovative companies around the world, the authors offer new strategies for "exercising cultural leadership"-rebuilding the fabric of the organization, energizing and motivating the workforce, enhancing corporate performance, and preparing for the new challenges of the twenty-first century.« less