Core values in a Philippine advertising agency: Their development and perceived effects on job performance

• Main Authors: Dela Cruz, Ann Charmina P., Dinsay, Litheyl Lynn T., Robles, Donna Aster G.
• Format: text
• Language: English
• Published: Animo Repository 2000
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/16967
• Institution: De La Salle University

The study aimed to describe how the executives of a Filipino advertising firm defined, developed and inculcated the core values of their organization. It also identified the perceived facilitating and hindering factors as well as the strategies used in responding to the constraints. Furthermore, the study examined the perceived effects of core values on the staffs job performance. Information was gathered through in-depth interviews with 15 key officers from the executive and management committees of a Philippine advertising agency. The research design was exploratory-descriptive. The study found that the agency's core values played a significant role in the firm. Core values were defined as a guide in the agency's daily operations and transactions, which included: decision making, relationship with clients, and others. The identified core values were dedication to work, honesty, partnership with clients, and professionalism. These core values served as guide in the daily transactions and operations in the agency. Tangible and intangible rewards as well as work termination, option to resign, and no salary increase serve as the facilitating factors while conflicting personal values, lack of personal conviction, and adherence to traditional organizational values were the hindering factors in the inculcation of core values. Some measures were adapted to address the constraints, such as open communication line between the officers and rank-and-file, conflict resolution board and option to resign. Core values have guided the agency in the selection/hiring of staff, the maintenance of the executive and staff's morale and in the assessment of the staff's job performance. These were found useful in attracting prospective clients and in maintaining accounts. Core values were easily inculcated into the agency's personnel because these were initiated by the organization's key officers. The key informants found their agency's core values useful to them personally.