Chapter 16 Organizational Culture Page 595
Applying the Concepts
This exercise contributes to:
Learning Objective: Describe the common characteristics of organizational culture
Learning Outcome: Describe best practices for creating and sustaining organizational cultures
AASCB: Reflective thinking
In the land of tech gadgets, it is literally a “here today, gone tomorrow” philosophy that
drives the market space. Such was almost the case for TiVo. TiVo allows a viewer to
capture a digital recording and replay it at a later time. It was a great invention for a
while. However, technology seemed to pass TiVo while it was on slow play. Today, TiVo
seems old hat with more modern advances brought about by Apple Computers (iPod) and
others. To its credit, the management at TiVo has not given up. Instead, TiVo guru Arthur
van Hoff developed Dr. Strangeberry software that allows the TiVo user to grade digital
content from the Internet and transfer it to a TV or an array of other devices. Today, TiVo
devices can only do their recording and time-shifting on programs piped in from standard
cable or satellite feeds. Dr. Strangeberry will change all this and in the process will give
TiVo time to get its digital act together.
Using a search engine of your own choosing, visit the TiVo website at
www.tivo.com. Based on what you find at the website, what can you tell about
new developments at TiVo? What can you learn about Dr. Strangeberry?
Based on what you found on the TiVo website or through some other
investigation, what does TiVo need to do organizationally to keep its company
from reaching obsolescence?
If you were the CEO of TiVo, what cultural changes would you attempt to
encourage? Explain and comment on why you would make the changes.
Instructor Discussion
Many of the students will know about TiVo but most will not own one; therein lies some
of TiVo’s problem. For additional information on TiVo and its challenges read “Saving
TiVo” by Kim Girard in Business2.0, September 2004, pp. 92–100. Students will discover
that TiVo needs to do a refit on their organizational structure and culture. The company
had a great idea, pursued the idea, and stopped innovating in the process. Soon other
companies passed them by. Without the advent of the Dr. Strangeberry software, most
experts believe TiVo would already be gone. If many in the class have not heard of TiVo,
it might be easiest to explain via brochures that can be obtained in any electronics retailer
such as Best Buy. Have students discuss alternative cultures that might spur innovation
and adaptation at TiVo.
Exploring OB Topics on the Web
This exercise contributes to:
Learning Objective: Describe the common characteristics of organizational culture
Learning Outcome: Describe best practices for creating and sustaining organizational cultures
AASCB: Reflective thinking