The art of meaningful universal values: case study analysis

May Tungtakanpoung, Maria Postoyeva

Research output: Contribution to journalArticlepeer-review


This article explores the relationship between individual and organizational values in order to create a positive performance outcome. Meaningful organizational cultures based on intrinsic values have been found to increase staff engagement and create a happy workforce, which in turn leads to improved customer service and loyalty. Yet, organizations struggle to develop such cultures. The study of organizational and individual values in the airline industry is particularly under-theorised and under investigated. So, the case studies of Thai Airways and South West Airlines were used to illustrate how organizational culture can be enhanced by recognising and incorporating real and intrinsic values. This paper contributes to knowledge as it shows how a more meaningful culture can be developed by incorporating individuals’ spiritual beliefs into organizational values. It further contributes by exploring how such meaningful organizational cultures can make organizations more resilient and adaptable in unpredictable and demanding environments.
Original languageEnglish
JournalJournal of Business, Ethics and Society
Issue number1
Publication statusPublished - 3 Apr 2023
Externally publishedYes

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