The collegial model in organizational behaviour (OB) is a framework built on partnership and teamwork, where managers and employees collaborate as colleagues, fostering mutual respect and shared responsibility. Collegial is an adjective describing a work environment where responsibility and authority is shared equally by colleagues. This model encourages a sense of partnership, with managers acting as joint contributors and employees feeling a sense of fulfilment and responsibility, leading to self-discipline and moderate enthusiasm for high-quality work. Managers are called joint contributors because their role involves a blend of individual contributions (their own specific tasks, plans, and expertise) and the collective contribution of the teams they lead. They facilitate the work of others while also making individual, specialized contributions to the organization is an extension of the supportive model and works effectively in dynamic environments like a creative team. 

Samsung has an organizational culture that emphasizes innovation through empowering employees and fostering teamwork. This collegial model utilizes flat hierarchies, shared decision-making, and cross-functional teams to promote collaboration and innovation. The collegial model in organizational behaviour focuses on promoting teamwork and a sense of shared responsibility among colleagues. Samsung incorporates several elements of this model into its operations. Samsung utilizes flatter organizational structures to encourage open communication and reduce status-based conflicts. Managers are encouraged to act as coaches or team members, promoting team performance and ensuring a positive, motivating work environment rather than a strictly hierarchical one.

Collegial models work the best in educational Institutions. Schools and colleges, particularly at the primary level or within specific departments like university faculties like faculty of science, faculty of commerce, management, law etc. They often adopt a collegial approach for policy and curriculum decisions.

Similarly in the non-profit organizations (NGOs) like Goonj, Nanhi Kali, CRY, and the Akshaya Patra Foundation, which rely on volunteerism and shared humanitarian goals, inherently leverage the self-actualization and teamwork principles of the collegial model to drive their initiatives. The most famous examples of universities that primarily use the collegial model of governance are the UK’s ancient institutions, the University of Oxford and the University of Cambridge.

Some of key principles of the collegial model are as follows:

Partnership:

The foundation is a partnership between employees and management, where everyone is a “colleague” working towards common goals. In the collegial model, partnership is the foundation where managers and employees work together as colleagues with a shared purpose. This approach emphasizes teamwork and mutual contribution, fostering a collaborative environment where responsibility and decision-making are shared, leading to greater employee motivation and commitment.

Teamwork:

A team-based approach is emphasized, with a focus on collaboration and shared responsibility. This model emphasizes collaboration, shared decision-making, and self-discipline over traditional hierarchical structures, motivating employees by meeting their psychological needs for self-actualization and contribution.

Mutual respect:

The model promotes a culture of mutual respect between managers and employees, breaking down traditional hierarchical barriers. Mutual respect is not merely an optional courtesy but a core, driving force for motivation and a strong, positive organizational culture. Without it, the model struggles to function effectively, as trust and open communication are essential for its success.

Managerial role:

Managers are seen as joint contributors and facilitators, focusing on guiding employees and promoting a sense of participation and cooperation.

Employee orientation:

Employees are oriented toward responsible behaviour and self-discipline, driven by an internal obligation to produce high-quality work.

Psychological result:

Employees experience a sense of fulfilment and self-actualization, which leads to moderate enthusiasm and commitment to the organization’s success. Psychology in organizational behaviour is the application of psychological principles to understand and improve the workplace. It studies how individual, group, and structural factors influence behaviour within organizations, focusing on areas like employee motivation, job satisfaction, productivity, and well-being.

Examples of organization using collegial model:

The Murugappa Group is a Chennai-based Indian conglomerate with diverse businesses in engineering, agriculture, financial services, and manufacturing. Founded in 1900, the group is one of India’s oldest business legacies and is managed by the Murugappa family, with prominent companies including Carborundum Universal, Cholamandalam Investment and Finance, Coromandel International, and Tube Investments of India. Its business interests span a wide range, from abrasives and auto components to bicycles, fertilizers, sugar, and tea.  It is a family-promoted conglomerate with over 125 years of history; the Murugappa Group has grown from a banking and money lending business to a diversified industrial powerhouse. Murugappa group uses the collegial OB model.

Dabur India Ltd operates with a work environment and talent management practices that are described as fostering a culture of collegiality. This approach emphasizes teamwork, mutual trust, and a cohesive work environment rather than strictly following a formal, top-down “collegial model” as a rigid organizational structure. Dabur India Ltd. is a leading Indian multinational consumer goods company, founded in 1884, that specializes in Ayurvedic and natural healthcare products. Headquartered in Ghaziabad, it is one of the world’s largest Ayurvedic and natural healthcare companies and has a vast portfolio of over 250 products across hair care, oral care, health care, and foods. Dabur has a global presence in over 120 countries and is known for its flagship brands like Dabur, Vatika, Hajmola, and Real.  

The world of marketing is brutally competitive; each brand fighting for mind share of customers. Advertisements can strengthen a product’s existence in the market. There is so much creativity in advertising that it can change the scene for a product in shortest no time.   While creative advertisement might be entertaining, comparative advertisement, one of the aggressive forms of marketing, is a whole new ball game altogether. But are creative ads more effective in inspiring people to buy products? Yes they are.  They certainly outshine ads that simply describe catalogue product attributes or benefits. Numerous empirical experiments have found that creative messages get more attention and lead to positive attitudes about the products being marketed, but there is not sure short evidence that shows how those messages influence purchase behavior. Each individual has his/her unique perception, likes and dislikes. At the same time, some creative campaigns have failed miserably because customers found them too bitchy.

We come across advertisement wars regularly, where brands take on one another. Some brands openly mock the rival brand through print, digital or broadcast media. We have witnessed Apple’s campaign vs. Microsoft’s, TOI’s vs The Hindu’s, Pepsi vs Coke, FedEx vs DHL and many more such. It is marketing, morals and ethics are for book reference, big or small brands are all game in mudslinging at each other and they don’t shy away from getting dirty in this game of ad wars. Such advertisements where companies make direct references to the competition are interesting for the rest of the world to watch. Here are some of the brilliant virtual ads from around the world:

Kingfisher and Jet Airways

Kingfisher and Jet Airways nagged at each other with these billboard advertisements.In its panic, Jet Airways invested Rs. 10 crore in ad campaign to publicize its rebranding through its “We have changed” ad campaign. Jet insisted that they have grown consumer friendly and more services are on offer. But, Kingfisher through “Equus Advertising” resorted to the ways of Ambush marketing and hijacked the campaign from Jet airways. The Jet hoarding at Cadbury Junction, near Jet CEO Naresh Goyal’s residence in Mumbai, was superseded by a Kingfisher billboard saying “We made them Change”.

Though today the scene has changed. Jet Airways has booked profits in the fiscal year 2016, while Kingfisher Airlines is in crisis.

Dove vs Pantene:

This is an ad war of 2010. The story started on July 23, when Mumbai woke up to hoardings that screamed: ‘A Mystery Shampoo!! 80% women say is better than anything else’. P&G, it was later found, was planning to unveil the new Pantene on August 1. When the suits at HUL found out, they saw an opportunity to score a point. They ambushed P&G. On July 28, even as the P&G hoardings stood tall on its skyline, Mumbai woke up to another hoarding that was upfront, and suggestive of its source of inspiration. It said: ‘There is no mystery. Dove is the No.1 shampoo’. Dove is one of the four brands in HUL’s shampoo portfolio. The HUL national campaign took just one day to go from brief to execution, and was handled by Ogilvy & Mather India. This was the quickest advertising turnaround in the company’s history.

Apple vs Samsung:

Two tech giants Apple and Samsung are always seen warring; we have seen their ad wars for last couple of years, we have seen these two rival brands competing for supremacy in the smartphone market. In 2011, Samsung began its ad campaign to promote their then new smartphone, Galaxy S II. In the ad, they showed Apple fans waiting in line for the next iPhone release were ironically checking out the Samsung Galaxy S II of passers-by. The ad not only mocked iPhone users with lines like “Why don’t you guys just get 4G phones?” but also took the opportunity to feature their larger screens.

McDonald vs Burger King:

In a tug of war between McDonald and Burger King, McDonald’s came out with a print ad, backed up by a video, for which it erected a huge roadside sign giving directions to a Burger King Drive 258km away, next to a sign reading ‘McDonald’s Drive 5km’.  In a quick retort, Burger King created a new ending for the McDonald’s video, which shows a French couple driving from the sign to the nearby McDonald’s Drive. They order coffee to sustain themselves on their 258km journey to the Burger King Drive, where as they tuck into their Whoppers the man says to the woman: “It wasn’t that far at all.” The tagline on the ad reads: “Thank you McDonald’s for being everywhere”.

Uber vs Ola:

In India the taxi war between Ola and Uber is benefiting the customers. Uber banks itself as a premium service where the user is paying an affordable price for the experience of travelling in luxury cars, whereas Ola always focused on getting more cars, taxis, and auto-rickshaws on their platform and more riders to use their services. But the lines are increasingly getting blurred with the launch of Ola’s business class service called Ola Prime. In May 2015 both taxi aggregators launched their ride sharing verticals called Ola Share and uberPOOL. With these, users can now share cab rides with others heading to the same destination or in the same direction. It took Ola four years to come out with its nationwide (multi-channel) campaign titled ‘Chalo Niklo’ by Happy Creative Services, which aimed to position Ola as the go-to transport platform of choice for immediate and spontaneous city travel needs, across cabs, autos and taxis. Both Uber and Ola have used social media for their campaigns. While they keep fighting for cutting into each other’s market, while customers are enjoying the rides!

Ford vs General Motors:

The advertising wars between Ford and General Motors started in the first decade of the 20th century and are still going strong more than a century later. The two brands have ridiculed one another over price, features, safety, looks, financing and luxury features. Each advertisement seems to say how their brand is more reliable, harder working, more powerful, and ultimately more American. This rivalry has involved each brand’s fan base, as t-shirts, bumper stickers, and other memorabilia bashing and praising each brand have become extremely popular. Even today, this rivalry continues on and has expanded to social media and the use of YouTube. In fact, GM recently went on the attack releasing a series of commercials featuring demonstrated ability of GM trucks to fare better than Ford trucks in car accidents!

Britania vs Patanjali:

Today, Baba Ramdev’s Patanjali has its presence everywhere and is sweeping away everything in its path. From local stores to Amazon,Patanjali Products have a strong presence on all shelves. The product quality is best in breed, the prices competitive and the distribution chain is probably the first that is surpassing even the Cola majors. FMCG majors are unable to match Patanjali strategies. Britannia is so scared by Patanjali biscuits that they’ve launched their own Baba Ramdev, guess who it is Farhan Akhtar. Britannia NutriChoice has rolled out an ad film featuring Bollywood actor-director Farhan Akhtar conceptualized by Lowe Lintas, the film looks to showcase NutriChoice as the healthy offering among biscuits. This just shows strength of Baba Ramdev as brand ambassador, that Britannia had to hire the versatile and suave Farhan Akhtar – their Farhandev.

Despite a growing global population, different branches of education, increased numbers of professional institutions, higher education being adopted as important agenda by governments, all over the world the availability of skilled workers is actually shrinking. This is because less importance is given to analytical skills, strategy designs, conceptualization, sensitization to real time issues and contemporary issues. The dynamics of demographic gaps in developing world related to age and sex are drastically bizarre. Birthrates are still high, and population is growing. While the younger population is growing in numbers, the older population’s longevity due to innovations in healthcare is increasing.  Over the next few decades, many countries will experience what David Bloom, chair of the department of global health and population at Harvard’s School of Public Health, has called a “demographic dividend”: a rising proportion of young people entering the workforce, driving productivity and economic growth.

An estimated 31% of organizations worldwide find it difficult to fill positions because of talent shortages in their markets, reports the 2012 Talent Shortage Survey from ‘Manpower’, an international employment agency. When it comes to attracting employees with critical skills, the task becomes even more difficult. Today, 65% of global companies and more than 80% of companies in fast-growth economies are having problems finding employees with the skills they need, reports Towers Watson, an HR consultancy. This fact is despite the growing ranks of college-educated workers and the high unemployment in some of the best-educated markets.

Charles Handy, the Ireland born writer and management philosopher is well-known all over the world for his work on organizational structures and designs. Handy told the world that the perennial shortage faced by the business world for the skilled manpower will be solved by the Shamrock kind of organization. The shamrock leaf shape is a symbolic representation of an organization with three types of workforce, having a main body of core workers with connected lobes of part-time/temporary workers and freelance workers. According to him, this structure of workforce symbolizes the Shamrock ( each leaf symbolizing one structure of workforce). The 3-leafed clover or shamrock was supposedly used by St Patrick to illustrate the Christian doctrine of the Holy Trinity. This says that God exists in three forms – as God the Father, as God the Son (ie Jesus Christ) and as God the Holy Spirit. Handy describes the Shamrock model as the network model of organizations. A network-based structure manages the diverse, complex, and dynamic relationships among multiple organizations or units.

The first leaf consists of core workers in the organization. They are qualified professional technicians and managers. They are essential to the continuity of the organization, and have detailed knowledge of the organizational work culture, processes, objectives and practices. They are on the roll of the organization. The core workers adhere to the organizational rules and regulations framework.

The second leaf consists of operational outsourcing of the company. The second group consists of contracted specialists such as the advertising firms, R&D, computing, security and the catering and courier services. They operate with the organization’s existential culture and are rewarded with fees rather than with salaries or wages. Their contribution to the organization is measured in output rather than in hours, in firm results rather than in how much time is spent by them.

The third leaf of Handy’s shamrock consists of a flexible labor force, discharging part time, temporary and seasonal roles. They too operate within the organization’s culture. Handy says though they may be employed on a informal and relaxed basis they must be managed systematically and not casually. Their worth should be measured in terms of their output. They usually consist of part time employees in production, sales, IT, R&D and other processes. Sometimes they work from their homes and are electronically linked with the organization.

The best example of Shamrock organization is various SBU units of Rank Xerox, the UK based company.  In the early nineties when Rank Xerox experienced that their business processes were not sufficiently documented and this was causing many hurdles in their system they went in for business area analysis (BAA).  They identified 145 distinct business processes and 80 data entities. Through a process called “affinity analysis”, these two inputs were used to form a 145 x 80 matrix. Affinity analysis allowed Rank Xerox to identify clusters of processes and data relationships. 17 business processes were identified, which matched the functional areas reasonably well. Feeling that 17 distinct areas were too many to redesign at one time, senior management prioritized these into seven main areas. They were customer order life cycle, customer satisfaction, installed equipment management, integrated planning & processes, logistics, financial management, personnel management. Without skilled and experienced manpower the business integration was not possible. Xerox adopted the Shamrock pattern, besides their core employees they hired operational outsourced labor and a mix of flexible part-time labor force; thus growing in the Shamrock way.

In the present scenario not only business organizations but even governments of many countries have started operating in the Shamrock way. The Brazilian government has proposed a new outsourcing commission, an organization that would be able to define and enforce new laws that affect buyers and sellers of outsourced services. The first point to note is that the commission is aiming to respond to new corporate structures that have long been common in the US and Europe. It has been common for companies to explore the outsourcing of non-core processes. The commission aims at helping bring in the Brazilian employment law into an age where companies are not single bodies, but collectives of different legal entities, individual contractors, and occasional collaborators. If you analyze closely there are specific areas where Brazilian employment law is quite uncommon compared to other nations.

Handy has gone on record stating that more and more individuals will opt out of formal organizations as the work culture restricts their creativity and freedom. The breed of intelligent and artistic workers prefers selling their services at a pace and at a price which suit them. We already are seeing some dynamic organizations taking real advantage of Shamrock style. Handy argues, nevertheless, that organizations can do a lot more to help the individuals channelize their creativity and innovativeness and by doing so rich profits can be reaped.  We are witnessing far-reaching cultural styles in business operations today. In an ever clambering world of business organizations like LG, Samsung, GE, P&G, HP, Timberland etc are already using principles of Shamrock organization. These organizations have realized that innovations are fostered with its adaptation.

The Japanese are ahead of the rest of the world. In Japan, the most talented people move around from experience to experience as quickly as possible which ensures their talents can be tested in different situations, with different organizational cultures and different managers. When you are exposed to drastically different work cultures, you realize different facts and perspectives. This ensures in one discovering what he is good at. The Shamrock culture works brilliantly in Japan.

Handy’s deliberation has given the world ideas on work-life balance. Many people have opted for serving an organization from outside which helps them manage their career and life both optimally. Handy has an exciting revelation of predicting future trends and changes in organizational structures and workplace practices. He envisages that in 21^st century most men and women will experience a mix of paid work, voluntary activities, higher studies, and personal life. Most having two or more paid sources of work. Coining the phrase ‘portfolio worker’ to describe this phenomenon he has also anticipated the downfall of large hierarchical organizations. He says that those large hierarchical organizations will be replaced with more loosely structured federated global enterprises.

Great days ahead for Shamrock organizations!!!

Why do consumers ignore marketing messages? They are too tired of advertisements day in and out moreover everywhere they go. Because of this boredom they don’t know the brand and what the offering is, they don’t understand how the product or service works, they don’t understand the benefits of the brands, they find the advertised messages ambiguous, they feel the ads are not directed at them, the messages are dull and tiresome, while commercials are aired consumers are busy doing something else, they’re at work, they are not in a mood to hear the ads, in short the customers are tired of hearing from the brands and fundamentally to the company’s value  offering. The moral of this narrative is the good brands don’t need to be advertised too often and good brands sustain on their core values.

It is a fact that brands like Apple, Nike, McDonald or Google achieved their iconic statuses because of an unattainable magical formula, or we can say that they are lucky to have the brilliance of a single visionary leader. However, these companies have adopted specific approaches and principles that transformed their ordinary brands into iconic brands.  

Great brands don’t waste too much time and money on image building; Instead great brands focus on culture, core operations, and customer experience. They reach out to their customers when it is required. Intelligent marketers concentrate on internal marketing communication than external marketing communication. They turn to advertising, promotions, and public relations only after all other elements of the brand have been developed and aligned. These companies believe that actions (customer’s experience) speak louder than words. When organizations cultivate stronger corporate culture, have healthy relations with their stakeholders, believe in corporate governance their brands fuel faster growth.

There’s a lot in name for brands

In my opinion the brand name matters in its success and its life cycle.  Where did the name Apple Computer come from? Steve Jobs & Wozniak wanted their startup to be ahead of Atari Computers in the phone book. They wanted to stay away from the unfriendly, larger than life, complex images created by other computer companies such as IBM, Digital Equipments, Cincom etc. Jobs and Wozniak wanted to pay a tribute to Apple Records, the music label of the Beatles. There’s another tale to it that Jobs in his early life had worked in a farm at California picking and growing apples. The name just clicked and rest is history.

Good brands don’t become complacent

One of the fundamental principles of a brand’s success is its ability to do two challenging things at the same time – maintain consistency in the core of the brand such as quality, features, and price points along with this constantly change in order to stay in tune with the changing times. Doing these two things simultaneously is a big challenge for any brand.  Sony – one of the most distinguished global consumer electronics brand which has enjoyed unparallel brand equity and loyalty is surprisingly losing out its position. Its rivals Samsung and LG are giving it a tough time. Over the last couple of years, Sony has been gradually but surely slipping from its ivory tower.

There are few reasons for Sony’s fall from the top. This is because of its excessive and unrelated diversifications; to name a few – consumer electronics, music label, online music store, semiconductors, a motion picture company and financial units. These diversifications suck its energy and added to heaped costs of unrelated operations.  The diversification’s have not only drained the brand’s resources to a great extent but also abstracted the brand focus from the core of the brand. In addition, brand Sony has become complacent; it has many loopholes left open in its operations making it vulnerable to attacks from rivals. The followers (holding follower position) in the market who are agile, more energized attacked on the loose ends on multiple fronts. Samsung, LG, Apple, Nokia and others have grabbed Sony’s market share in consumer electronics segment.

Good brands don’t chase customers

Regularity and reliability cannot be compromised in the brand building game. The philosophy adopted by Ray Kroc – the founder of McDonald’s is that they can’t be successful unless their operators (franchisees) are successful. The logic is so profound. Approximately 85% of McDonald’s restaurants are owned and operated by independent business men and women. The idea of McDonald’s has always been of wanting to build a restaurant system that would be known for food of consistently high quality and uniform methods of preparations. Their aim, of course, was to assure repeat business based on the system’s reputation rather than on the quality of a single store or operator. This required a continuing program of educating and assisting operators and a constant review of their performance. The key to uniformity is their ability to provide techniques of preparation that operators have to follow. The success also comes because of its management listening so carefully to its operator’s problems, thoughts, ideas and solutions. The success of this partnership between the company and its operators is that the operators devote full time and best efforts to their restaurant business. Their focus and passion is what makes McDonald’s the number one food service organization in the world.

Great brands when commit stay committed

Another iconic brand Nivea body cream has been around for many years. Nivea is used in a household for generations together making it a habit. You will see Nivea on the dressing shelf constantly in many households; this is because it is super hydrating and makes the skin supple. This body cream product has maintained its fragrance, feel, thickness, packaging design same for years. When you buy the bright blue round tub/tin you know what you’re getting. It is one of those creams that have not changed, thus enjoying a large amount brand loyalty.

The best brands are good inside

Fortune Magazine and the Great Place to Work Institute named Google the 2014’s “Best Company Work For.” It’s the fifth time Google has enjoyed this position. This company has always believed in bringing diverse in demographics, smart, talented young people together. They believe in providing a very conducive atmosphere to people while allowing them to innovate, good benefits and perks, safety to women employees. Well, the company has a systematic hiring policy. Nepotism is completely avoided.  It is one of the employee friendly organizations. When the work atmosphere is great, obviously the employees give their best. 

Good brands stretch out

GlaxoSmithKline Consumer Healthcare is leveraging on Horlicks’s brand equity to get into new categories. Horlicks is an old player in the market. Horlicks came to India with The British Army; the end of World War 1 saw Indian soldiers of British Indian Army bringing it back with them as a dietary supplement. It has been around for decades. But there are no evident signs of its ageing. Horlicks’ market share is above 50 per cent as per AC Nielsen market survey.  It would be foolish for GlaxoSmithKline not to leverage the equity of such a brand. Thus, GlaxoSmithKline Consumer Healthcare decided to use the brand’s equity to get into new categories. It has launched biscuits for children, a nutrition drink for women, an energy bar and chilled milk. Thus good brands stretch out.

Pay attention on how you make a relevant brand!