Cultural Management in Amazon


In every organisation, culture defines certain standards and values; quality measures; the degree of openness, flexibility and concentration of power; temporal effects and ways of work for the employees. It unexceptionally plays a critical role in influencing the operations and strategy of an organisation at all the given hierarchies that exist in the firm.

The culture of an organisation evolves with its key personnel that belong to varied backgrounds. Typically, when different cultures interact, there exists heterogeneity initially with the desired endpoint to have a homogenising effect (McFarlin & Sweeney, 2014). As culture impacts the organisation both positively and negatively, it is pertinent to manage the impact caused due to cultural changes and cultural interactions. This will ensure smooth functioning within a multicultural environment.

The emerging organisational culture, therefore, is dependent on how varied are the interacting cultures in the organisation, the way they interact and the way the interaction is managed. This is discussed with reference to cultural management theories proposed by Berry, Simons and the adapted Hofstede Model.

Reference is also made to other supplementing theories that help in further evaluating the relevance of the proposed theories. With this backdrop, the cultural management of Amazon, an international retailer, is discussed and analysed.

Amazon has been in the news for being referred to as ‘Marvel and Monster’ for its distinct work culture (Kantor & Streitfeld, 2015). The organisational culture at Amazon is characterised with heterogeneous cultures as it has a global employee as well as customer base which are however outperformed by a well-defined organisational culture. But the retailer has issues in managing the same which is reflected in the high turnover rate of the employees.

cultural management in amazon

Theoretical Concepts and application to Amazon

Acculturation Theory

Berry (1980; 1997) defines acculturation as the interaction between groups and individuals of dissimilar cultural backgrounds within a given setting and the subsequent adaptation that accrues from such interaction. Such diversity incorporates similarities and differences with regard to procedures and behaviour at work in the context of multi-cultural and cross-cultural dynamics (Gelfand, Erez, & Aycan, 2007). Cross-cultural behaviour in an organizational context is an important facet in determining work motivation and the relationship between individuals and the organization at large.

It has been reported in recent times that Amazon, Inc. employs a blend of inventive but somewhat punitive measures for employees working at the company(Ryssdal, 2015). As individuals, employees have a work culture that has been developed over a period of time, through the education system and experience in the field. As such, they employ certain unique values and techniques in their respective exertions, which are expected to integrate with values already established in their organization.

The company has built a reputation over the years for having a hard-working employee base. This has partly been instigated by strict incorporation and adherence to strict company culture. These high standards and expectation have been embraced by a number of people whilst others deem them too high-handed. One of the main reasons behind the latter stance is the belief that it strangles personal values and work ethics in favour of those set forth by the company.

According to an investigation by Kantor (2015), fresh Amazon recruits are introduced to strict measures at orientation, measures that are used to integrate them into a singular way of working in the company. New recruits are encouraged to overlook “poor habits” that have been cultured into them in their previous work. They are further warned that they will hit a snag as a result of the unrelenting speed at the workplace, a wall that they are expected to “climb over” rather than stall.

In a bid to be proper ‘Amazonians’, employees are provided with 14 rules (leadership principles) inscribed in laminated cards, that they are expected to abide by  (Amazon, 2016). Individuals who acclimatize to ideal proportions are given virtual awards decreeing that they are ‘peculiar’, which is a phrase used by Amazon to represent a turnover of workplace conventions.

This harsh working environment and culture are not meant to demoralize new employees in the company. Rather, it acts as a filter mechanism for the management to discern between the ideal and non-ideal employees in accordance with the organization’s culture. Employees are expected to be innovative, hard-working, responsible, and ready to meet company goals irrespective of how tough they are.

This culture has enabled the company to grow on a massive scale, increase turnover, and attract a large customer base in the market, to the disadvantage of its competitors. Additionally, it has enabled Amazon to build a reputation that attracts only the best in the job market, a feat that few companies can match. Despite these facts, a considerable number of problems have arisen, chief among which is the high pressure on employees to perform and adjust to strict guidelines. This has caused many employees to leave the company in search of better working conditions.

The theory of acculturation majors on the adaptation of diverse cultures into a singular one. In this instance, acculturation encompasses the incorporation of employees (with their respective cultures) into the organizational culture. The major problem at Amazon is the fact that employees are expected to completely shift their individual cultural backgrounds in favour of those established in the company. This can be a daunting task, particularly for individuals who have been nurtured in a totally different environment. They require time to adjust their respective stance in accordance with company culture. Using preset principles to judge them can prove to be demoralizing and in turn, render them non-ideal for the company.

Acculturation theory can be used to mitigate this problem by using procedures to integrate individual beliefs and ethics with company culture. This will not only encourage diversity in the company but also enable them to conquer new frontiers that could not be reached through a singular approach.

Schein’s Model of Organizational Culture (Onion Model) 

Schein (1984; 2010) developed a three-level model (onion model), which provides that organizations adopt a culture over time based on 3 major elements: symbols and artifacts; adopted values; and underlying assumptions. Artifacts encompass the visible elements in an organization (processes, logos, architecture, mission and vision, and corporate clothing among others); adopted values are the rules of conduct or values explicitly expressed by the company; whilst assumptions are the underlying beliefs or unconscious behaviours that are embedded in an organization’s culture. It is such values and elements that are cultivated into new employees for them to assimilate into a given organization.

There are a considerable number of visible elements that can be used to discern Amazon’s culture. The main symbol, which is synonymous with the company, is its logo (“Amazon Mark”).

The Amazon Mark, as seen above, encompasses a tagline with the company’s name (Amazon) with a smile/ arrow transcending from A to Z. This visualization of a smile depicts the customer experience when engaging with the company whilst the arrow denotes that the company sells everything a consumer wants. Still, the colours used depict certain organizational values. Black represents the company’s elegance, supremacy, and dominance in the market whereas orange signifies happiness and pride.

Amazon’s vision is to become a global consumer-centric company where consumers can get any product they would want to purchase online. Its mission, on the other hand, is to provide consumers with a variety of products at their convenience and at the lowest prices possible. Amazon employees are not restricted to specific dressing codes but are instead identifiable by identification tags that are compulsory while at the workplace.

The second level of the onion model is the individual values and conducts of employee’s, which in turn represents the intricate values of the company as a whole. Amazon employs a very strict policy with regard to employee selection and code of conduct. A singular approach enables the company to maintain a certain calibre of employees who are expected to satisfy significantly high expectations. This provision thus requires employees to put in long working hours, at times extending to their time at home, as well as meeting tight deadlines. Still, it is not uncommon to find junior employees being offered a greater responsibility in comparison to most organizations.

Amazon also creates a competitive environment where employees are ranked against each other, which can be quite uncomfortable and demoralizing for most individuals. However, this is seen by the management as a means through which employees can put in more effort and come up with innovative ideas that will propel their stance. Additionally, the company employs a strict evaluation system that has a pile of a lot of pressure on employees, some of whom have been affected psychologically or health-wise(Ryssdal, 2015). These harsh measures have nevertheless played a crucial role in creating a perception that Amazon employees are hardworking and innovative, a fact that has been central to the organization’s immense success.

The third and final phase of the onion model is the assumption level. This level encompasses facets of human nature that have an intricate, albeit hidden, influence on an organization’s culture. Amazon has been accused of a considerable number of times over the past few years for been quite stringent on its employees, which has led to a considerable number of them to have health complications or quit their work. The major exposé in this regard was done by Kantor and Streitfield (2015) that triggered a huge public debate on how Amazon treats its employees, which has been tagged as abusive.

The company (courtesy of founder and CEO Jeff Bezos) defended itself by claiming that its culture is merely designed to get the best out of all its employees(Ryssdal, 2015). It is undoubted that this has been a major attribute of the success witnessed in recent years. However, critiques have rebutted this stance claiming that it drains employees of their freedom and ability to engage in other activities aside from work.

The first level (artifacts) of the model is well developed and less problematic in comparison to the other two (adopted values and assumption). The main problem arising in the latter is the strain placed on employee’s to perform and meet set goals. This is mainly instigated by the singular approach used by the company where employees must align with organization values rather than integrating their individual values. Learning from this model, the company can look to ensure that individual employee needs to align with company needs in order for them to work optimally whilst being comfortable at the workplace.

Hofstede’s Cultural Dimension Theory’s Application to Amazon

Organizational culture has been defined by Hofstede (2011) as to how different individuals of an organization relate to each other and the external environment in contrast to other organizations. This is with regard to their respective beliefs, ideologies, and procedures. The Hofstede model comprises of five major elements- power distance; masculinity/ feminity; uncertainty avoidance index; individualism; and longterm orientation- that influence organizational culture and employee behaviour.

Power distance deals primarily with the level of power delegated to individual employees with regard to their job description. Amazon employees are divided into teams, which are tasked with specified roles such as sales, procurement, finance, shipping and so forth. These are further divided into individual roles and roles with each team having a manager to oversee operations. Team members are answerable to their respective managers whilst managers at different levels are accountable to the CEO. Nevertheless, individual employees are delegated with considerable freedom in administration of their work as well as responsibilities of a higher magnitude in comparison to most organizations.

Masculinity/ feminity encompass the disparity between male and female tenets with regard to the organization’s culture. A 2014 report by Amazon showed that it global employee base of approximately 88,400 employees comprises of 61% Male and 39% female. Yet, managerial positions had an even wider gap of 76% (male) and 24% (female).

This disparity stands to show that men are better suited by the company to steer it towards its pre-set goals. This is particularly true, especially when considering the stringent measures put in place for employees to achieve. Women are considered more vulnerable to the stresses of work in comparison to men, especially those with families. Considering Amazon requires it, employees, to go an extra mile in achieving set targets, it doesn’t come as a surprise that the proportion of women is lower that of men.

Uncertainty avoidance index incorporates a culture where employees are able to tolerate unforeseen circumstances or unintended outcomes in their line of work. Amazon has established a culture that is pegged on innovation and hard work. With this come huge risks and uncertainties that employees are required to tackle appropriately. Amazon employees are thus required to tolerate both comfortable and uncomfortable situation, even when facing strict circumstances and meet all set goals. This is a culture that is embedded in them from the moment they begin working at the company.

Individualism encompasses the state where employees work as a single unit or in teams in tackling particular tasks. Employees at Amazon are divided into teams, where they are given both team and individual goals. Each team member is expected to satisfy their individual goals within the stipulated time whist also meeting team targets. Still, employees are required to challenge each other and compete for whilst incorporating long and late working hours in a bid to beat predisposed objectives. All this is supposed to be in line with set guidelines and leadership principles within the overall organization. Still, evaluation is done at an individual basis, where employees are either rewarded or refuted based on their singular performance.

Finally, long-term orientation encompasses the duration of the relationship between employees and the organization. This could be short term or long term. Amazon strives to maintain a long-term relationship with employees it deems ideal. Ideal employees in this instance comprised of hardworking, innovative, smart, and dedicated individuals who are able to operate comfortably in stressful and strenuous circumstances. This harsh environment is nevertheless a primary reason for employees to leave in search of better opportunities, whilst others who fail to meet set criteria are fired at some point in time. Duties are offered with regard to short term targets that aim at much larger objectives on the long-run.

This model has revealed a very stringent culture at Amazon that only favours a certain calibre of employees. This is pegged on meeting ideals set by the management that may seem high-handed to many people. Nevertheless, individuals who are able to meet them are rewarded by the company and maintain a long-term relationship that seeks to get the best out of them. This can, however, be improved if the company considers establishing gender balance in the managerial posts. This will prove helpful in establishing policies that would create a proper working environment for individuals of both genders whilst establishing a culture of success, hard work, and innovation.

Conclusion and Recommendations

This paper has looked into the organizational culture of, Inc. with reference to three theories: Acculturation Theory; Schein’s Model of Organizational Culture (Onion Model); Hofstede’s Cultural Dimension Theory. One of the major findings has been the fact that Amazon has created a culture that is quite unique and much stringent in comparison to other organizations. This stance is based on the company’s belief that it can achieve its goals and ambitions only if it gets the best out of its employees. Still, it believes that having employees who are hardworking, smart and innovative is vital to establishing a culture that is geared towards success.

Employees are nurtured into this culture from the moment they are oriented into the organization, where they are encouraged to do away with their past experiences in other organizations. Despondently, not everyone is able to withstand the pressures of working at Amazon and are either fired or quit. Nevertheless, debates have arisen in recent years criticizing the organization’s culture with some accusing it of being abusive and high-handed.

Former employees have complained of strict work ethics imposed on individuals to meet goals, some of which limit their life outside work. This had led a considerable number of individuals to ailments such as depression whilst others have been forced to leave for failing to meet the demands of their job description.

            In this regard, Amazon should attempt to reconsider its approach towards its relationship with employees. Majority of new recruits are required to do away with values and ethics that have been nurtured in them over the years once they join Amazon. This can be a daunting task considering people have diverse backgrounds in their personal and professional lives.

The company should instead consider a system that integrates individual employee and organization values towards set goals. This will not only allow employees to function comfortably and have achieved goals but also maintain a long-term healthy relationship with the company. Nevertheless, it should be appreciated that the current system has propelled the company to the heights it has achieved to this day. The recommendation provided above is simply geared towards improving the system rather than doing away with it.


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