Transformational Process Output Informal Informal Organization Organization Input

Transformational Process Output Informal Informal Organization Organization Input

Transformational Process Output Informal Informal Organization Organization Input Environment Resources History Formal Formal Organizational Organizational Arrangements Arrangements

Technology Technology Strategy Individual Individual Organizational Organizational Group Group Individual Individual Strategy Transformational Process Output Informal

Informal Organization Organization Formal Formal Organizational Organizational Arrangements Arrangements Technology Technology Individual Individual Organizational Organizational Group Group Individual

Individual How Corporate Norms are Maintained Start with a cage containing five apes. In the cage, hang a banana on a string and put stairs under it. Before long, an ape will go to the stairs and start to climb towards the banana. As soon as he touches the stairs, spray all of the apes with cold water. After a while, another ape makes an attempt with the same result - all the apes are sprayed with cold water. This continues through several more attempts. Pretty soon, when another ape tries to climb the stairs, the other apes all try to prevent it. Now, turn off the cold water. Remove one ape from the cage and replace it with a new one. The new ape sees the banana and wants to climb the stairs. To his horror, all of the other apes attack him. After another attempt and attack, he knows that if he tries to climb the stairs, he will be assaulted. Next, remove another of the original five apes and replace it with a new one. The newcomer goes to the stairs and is attacked. The previous newcomer takes part in the punishment with enthusiasm. Again, replace a third original ape with a new one. The new one makes it to the stairs and is attacked as well. Two of the four apes that beat him have no idea why they were not permitted to climb the stairs, or why they are participating in the beating of the newest ape. After replacing the fourth and fifth original apes, all the apes, which have been sprayed with cold water, have been replaced. Nevertheless, no ape ever again approaches the

stairs. Why not? "Because that's the way they've always done it, and that's the way it's always been around here Moderate preferences produce entrenched norms The grain in the balance shifts our behavior in the desired direction EVERY TIME. Even though I only have a slight preference for my typical route home, it is only slightly faster, I will ALWAYS choose it over time. Moderate preferences produce entrenched norms The grain in the balance shifts our behavior in the desired direction EVERY TIME. Even though I only have a slight preference for my typical route home, it is only slightly faster, I will ALWAYS choose it over time.

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