Culture change across continents

USING EVERY TOOL AT THE
CLIENT’S DISPOSAL

Challenge: When Dubai Aerospace Enterprises prepared to acquire new businesses in the US and Canada, the company sought ways to communicate an entrepreneurial culture quickly, and with depth. Marj Halperin Consulting was hired to turn a boilerplate employee manual into a high-impact communications tool. We were the second firm brought in to handle the job; the first firm fell short and we were asked to redo and improve upon their work.

 

Strategy: We started by reviewing strategic planning documents and CEO speeches that defined DAE’s fast-moving, creative corporate culture. Then, we interpreted that culture in clear, conversational terms that described policies that encouraged employee initiative.

 

Success: Ever read an exciting employee manual? Our clients said that’s what we developed. In addition to positioning existing policies as messages that embellished the corporate culture, we developed new policies that helped build the entrepreneurial spirit. Our manual was then adopted both as policy for the holding company in Dubai and also as a template to be adapted and localized by the newly acquired businesses overseas.