Cultivating Culture in Greenfields: The Heinz Wattie's Case

The establishment of new plants in Greenfield sires is a strategic organisational initiative providing the opportunity to develop alternative systems of staff values and beliefs which may be more appropriate for capitalising on external product marker opportunities. This paper explores whether an alternative organisational culture can be established at a Greenfield sire within a New Zealand food processing plant. This case organisation utilised the provisions of the Employment Contracts Act 1991 to establish alternative employment conditions in the Greenfield site to those of its Brownfield sire. A comparative analysis was made utilising quantitative organisational culture data from Human Synergistic's Organisation Culture Inventory. The data reveals the similarities and differences between the Greenfield and Brownfield sires and provides the basis for discussion of whether culture can be managed through the mechanism of a Greenfield site. Critical elements in creating a desired culture are identified.