This article sets out to compare the organizational culture of the University of Applied Sciences Upper Austria (henceforth, UAS UA) with the Austrian societal culture. Leadership practices of the UAS UA are elaborated in the knowledge that they are partly based on personal values of leaders/managers and partly on the perceived organizational set of values. Since it is assumed that societal and personal values translate in managerial practices, the authors seek to investigate how the organizational values of the UAS UA and the societal values of a country that belongs to the Germanic Europe cluster (House et al., 2004) comply with each other. In a previous study, leadership styles and practices were investigated among 24 heads of study programs and members of top management of the UAS UA. It came to the fore that the respondents were attaching the utmost importance to values in the light of leadership. Among others, values discovered were trust in fellow employees and team solidarity, freedom, autonomy, and self-determination, as well as fairness and respect. Additionally, the respondents stressed the significance of consensus orientation and self-reflection with regard to their own learning capabilities. Interestingly, the UAS UA postulates its organizational values as part of its mission statement, its vision, and strategic objectives. In this follow-up study, the interrelationships between societal culture, organizational culture, and organizational leadership are explored in more detail. It is hoped that this case study will contribute to a better understanding of the organizational culture of the UAS UA by relating it to Austrian societal values. In doing so, it may have the potential to support managers to reflect and further develop their leadership styles and practices. The authors of this article seek to contribute to the intercultural discourse by building a conceptual bridge between the leadership literature of higher education and societal norms that underpin organizational values.
Human capital is a precondition for regional development and influences, to a great extent, the value or worth of a region. Especially in a turbulent environment, human capital is a key factor to keep a region competitive and innovative. This paper addresses employer branding as a sustainable strategy for companies, located in the border region of Northern Austria, to manage their human resources. The region is characterized by mostly small and medium sized enterprises which increasingly face labour shortage because numerous residents commute to more urban areas. Hence, employer branding contributes to regional development by attracting and retaining qualified people who not only live in the region but are also willing to work there and invest their talent into the development of new and innovative products or services. An empirical study was conducted to gain insight into how precious human capital can be secured in order to reinforce regional development and encounter the labour shortage problem. Interesting information about employers’ and employees’ values was discovered. Based on the results, companies in the target region require an enhanced human resource strategy in order to be visible for potential employees and to retain existing employees. That is to say, companies that are noticeable and attractive have better chances to entice qualified people which, in turn, positively influences regional development, as people not only live but also work in the region and invest their potential. Talented people not only spur the innovative strength of a company but also determine the success of an organisation. New approaches towards managing human capital and their impact on the target region are presented in this paper.
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