Dutch study compares buffalos, lions and leopards to corporate culture

Pleon, Europe’s leading communications consultancy, has developed a new change management typology based on the social behaviours of various types of animals. The Pleon Cultural Zodiac allows organisations to distinguish between animal signs such as the buffalo, orangutan or leopard to better understand their company culture.

What started as a research study between Daan Muntjewerf (a student at the University of Amsterdam interned at Pleon’s Netherlands office) and Dr. Maarten Frankhuis (former director of the Artis zoo in Amsterdam) has developed into a new typology that has many Europeans talking.

"We’ve received a great deal of attention in the study from Dutch and Belgian media who like the animal metaphor," said Raymond Schra, a senior advisor in Pleon’s Amsterdam office who supervised Muntjewerf’s internship and is applying the Cultural Zodiac to existing Pleon clients.  "Now we are using the model as a powerful instrument for change, helping companies evaluate and influence their dominant cultures."

Unlike many other theoretical models that lack tangible and universal typologies, the Pleon Cultural Zodiac is based on existing models of culture – the social norms of eight different animals.  To discover if a company’s culture is best symbolized by that of a Mole/Rat, Leopard, Wild Dog, Lion, Vulture, Orang-utan, Buffalo or Elephant, companies are asked to respond to an extensive questionnaire that examines everything from customer interactions and leadership style to employee satisfaction and levels of empowerment. The responses help assess what animal-type best describes a company’s existing business culture to fully understand the implications of specific characteristics.

For example, a Leopard culture may display competitive and adaptive characteristics while a Buffalo culture may exhibit more consensus-seeking behaviours and a pack of wild dogs may present themselves as a close-knit team.

After receiving the results, Schra says some companies decide to change and some do not: "A supermarket may be as glad to be a leopard as an advertising company would probably want to identify with a wild dog."

If a company does not like the outcome in the Zodiac model, the responses in the questionnaire can identify specific dimensions that a company can change through a step-by-step process. For example, if they want to become more results-oriented, they will have to become more decisive or give employees more freedom to take risks.

The changes can be monitored so a company can measure improvements. "As with any corporate change," says Schra, "there is a learning process and implementing the Pleon Cultural Zodiac requires the assistance of Corporate Communications or Human Resource departments."

Pleon views the Cultural Zodiac as a successful experiment for all involved.  With his research Muntjewerf completed his studies cum laude and Pleon is already working with companies to apply the model outside of the Netherlands. 

Ralf Langen, leader of Pleon’s European Change & Transformation Practice, comments: "The universal nature of the Cultural Zodiac does not limit itself to the Dutch context. We’re finding tremendous interest from global organisations struggling with the desire to create borderless cultures.  Our follow-up research will soon identify who the lions are in organisations across Europe and give them concrete information needed to transform into elephants if they want to."

About Pleon

Pleon (www.pleon.com) is Europe’s leading international consulting firm, creating and implementing strategies for private and public sector organisations around the world. With a deep understanding of business, politics and communications, Pleon is uniquely placed to devise compelling solutions that deliver measurable and tangible results. Blending the best of local market knowledge and leadership with global resources and best practice, Pleon provides a one-stop resource for communications in Europe.

The Agency has 31 branded offices in 15 European countries and associate agencies in 14 countries across Europe, Middle East and Africa.

Pleon is part of the Brodeur/Pleon Worldwide network with a presence throughout the United States, Asia Pacific and Latin America and part of Omnicom Group Inc. (NYSE: OMC) (www.omnicomgroup.com), a leading global marketing and corporate communications company.

For more information, please contact:

Ralf Langen
+49 89 59042 0
ralf.langen(at)pleon.com

Raymond Schra
+31 20 487 4000
raymond.schra(at)pleon.com