Limitations and Direction for Future Research

This study is concerned with one organisation, in which five subcultures were identified, based on a 34% response rate. Whilst this may be seen as representative of the organisation, it is not possible to generalize beyond the institution used for this case study. When planning the research, it was considered that culture and subcultures were such a complex issue that it should be handled on a single case basis, although there is potential for more extensive research in which a number of subcultures are identified in a number of institutions of higher education and correlations are found for all the subcultures identified. However, if as found in this study, one subculture appears to impact upon another, any attempt to correlate a range of subcultures across a range of HEIs, may overlook this interrelationship. On the other hand, a higher number of subcultures gives a larger sample size, which in turn may produce significant correlations.

The subject of the study is a matrix organisation with employees spending their working hours either at one or a combination of locations for between around three to six days a week.

This is just one example of the peculiarities of the higher education institution as an organisation. However, it does give another example of the lack of generalizability of this case study and the need for research along the similar lines as well as further afield. The OCAI has been used in the private sector as well as a number of other governmental organisations, but the market orientation questionnaire is only suitable within higher education – thus another questionnaire should be used such as the MARKOR or the MO questionnaire – both of which have been used to investigate market orientations of organisations in the private sector and are based on the same theory (Narver and Slater, 1990) which was used for the market orientation questionnaire utilised in this study. Furthermore,

153 there has been significant upheaval within the organisation since this study was carried out with a significant number of members over the age of 62 going into retirement. A longitudinal study may produce some interesting findings with regard to the dynamic nature of subcultures, not only considering the lowering of the average age of staff but also in the example of the market subculture which was found to have a mentor subculture with a combination of long and short tenure groups. The shorter tenure members of the subculture may now be left to cope with the absence of the mentors. In this sink or swim situation, it would be interesting to discover not only the coping mechanisms but whether the subculture continues with this market culture domination, if the values weaken or strengthen or perhaps the subculture merges with one of the other subcultures with common pivotal values such as the hierarchy with common values of stability and control. The ‘younger organisation’ may affect not only the aspect of mentoring in subcultures but also the apparent nostalgia and attitudes towards cooperation, the student and competition i.e. all elements of the market orientation.

A potential weakness of this methodology is that if one wants to get a true picture of all the subcultures that constitute the organisational culture then a very high response rate would be required. In this study with a 34% response rate, five subcultures were found, but it cannot be declared that the remaining respondents were members of these five subcultures or that there would have been more subcultures to be found with a larger sample. However, in defence of this criticism, it is unrealistic to expect response rates of 90-100% with high response rates for such studies being: Tan and Vathanophas (2003) with a 63% response rate; and Hofstede (1998) with a 76% response rate. Even regarding Hofstede’s case study, a 76% response rate constituted 1295 individuals (Hofstede 1998; 3) meaning that 408 individuals were unaccounted for and could constitute at least one or more subcultures. Thus it can be said that in this area of research, it is hard to pinpoint the exact number of subcultures and, bearing in mind the findings of this study concerning the importance of size of subcultures, we can get a rough idea of the size and number of subcultures, much in the same way that a more general study of, say, universities in Hungary can with a response rate of 30-40% suggest certain correlations even though a much higher response rate would be ideal.

One challenge with regard to this and other studies of subcultures is that of proving that sufficient interaction takes place within a group with common values to constitute a subculture. This study has strived to ensure that sufficient interaction can be seen to exist

154 between members in a subculture to accept this assumption through the inclusion of a question about this in the survey and forming networks of the respondents for each subculture by location to show interaction, as exemplified in figure 26. However, there is potential for further research into methods to reduce this limitation. Recent research into reality mining in studies such as that of Han et al. (2014) have delved into the complexities of social interaction patterns using call and proximity logs simultaneously, which indicate the potential for similar research in the context of subcultures in higher education. This detection of the interaction of subcultures through the use of Big Data is already being seen in society. Encheva et al.

(2013) studied the ‘mediatisation’ of criminal and deviant subcultures and using a wealth of data on the subculture through the groups actions being photographed, video-taped and archived online as part of collective memory acting as ‘group-life streams’ and grand narratives. This indicates that there is a potential wealth of digital data which may aid in our understanding of the interactions within and across subcultures in the organisation of this study. Furthermore, this media aspect of the recorded data for subcultures was also found to result in subcultures starting to lose their rebellious and oppositional image and increasingly become part of mainstream culture. Encheva et al. (2013) also found that this mediatisation aspect also led to increased commercialization and commodification. It would be an interesting area for research into whether such findings could also be considered within the context of the commercialization and commodification of Hungarian Higher Education.

As a final point, the author is aware that for any study into organisational culture a qualitative approach would allow for greater depth of analysis into the organisation’s culture.

Subsequent to the quantitative findings, a qualitative study was undertaken using focus groups divided according to subcultures. However, as the quantitative study provided a wealth of interesting data and the inclusion of qualitative findings would have resulted in breaching the required word limit for this dissertation, the author took the decision to exclude these findings from the dissertation. The potential for future studies into organisational subcultures using solely a qualitative approach with tools such as cognitive mapping would be insightful into the workings of these subcultures.

8.4 Summary

The title of this study was ‘The alignment of organisational subcultures in a post-merger business school in Hungarian higher education’ and it seems that the nature of subcultural alignment of perceptions and values both within the subcultures, across subcultures and in

155 relation to perceptions of the organisation have been successfully identified. Unfortunately, the findings relating to the organisation here cannot be generalized or confirmed for Hungarian or any other institutions. The data shows that at the organisation there are five subcultures and that some subcultures appear to actively differ in type from the perceived organisation, others strive to be the same and others still strive to be the same as the organisation but are actually not, due to misperceptions of what the organisation’s dominant culture type actually is. A majority of the organisations perceived the organisation as a hierarchy culture type and displayed a desire for the organisation to actually be a clan type.

This seems to indicate a desire for the times before the changeover when the system was more supportive of higher education. It also indicates that the organisation is seen as suiting a clan type, even though only two out of the five subcultures displayed dominance for the clan culture type. Thus, there appears to be an expectation in the organisation that it plays the roles of being a people-focussed beneficial overseer, which may be contrasted with the organisation looking to staff to perform and achieve in light of increased financial pressures.

The subcultures displayed some aspects of homogeneity across the majority of them in terms of preferred market-orientation of the leadership, preferred culture type of the organisation and perceived culture type. However, the subcultures rarely had uniform values and perceptions across all of them. The heterogeneity of subcultures is just one aspect causing conflict which when combined with cultural incongruence on the part of the organisation and subcultures as well as misperceptions within subcultures, can result in one wondering how members cope with the confusion, conflicts and misunderstandings that arise during the course of daily routines.

This study adds to the question of what makes a subculture enhancing, orthogonal or a counter culture. It seems the answer is not black and white. Pivotal values may be shared with the organisation or pivotal values may even be shared between subcultures, which may not be considered pivotal from the organisations point of view. If a large number of subcultures constitute the bulk of the organisation and share pivotal values, then surely these are the values which the organisation’s management must consider in relation to their espoused values. The question begging to be asked is whether alignment of such diverse and conflicting subcultures is truly necessary and recommended. If the true state of the higher education institution culture is one where subcultures and conflict have always existed, then it stands to reason that coping strategies have also been developed to cope with this situation. Rather than

156 fixing something that is broken, it may be the case of ‘letting sleeping dogs lie’ or at the very least of assessing the pivotal values that are key to the successful operation of the organisation and examining which subcultures exhibit which of these values. Thereby, damage through the changing of subcultures steeped in tradition and with high autonomy may be limited. A further process for limiting the potential damage by attempting to enforce conformity and unity in subcultures may be through a subcultural audit. A model for this has been put forward in this study. In spite of a number of hypotheses being rejected, these data reveal some interesting observations in regard to academic subcultures, leadership and market-orientation which this researcher hopes will serve to provoke fruitful discussion and further research as well as have a minor impact on the literature of the profession.