Organisational Culture and Leadership- a Key to Competitive Advantage

As social media has become an integral part of everyone’s life, so the content of users’ messages also reflectsthe dominant culture related to a particular issue or problem. The objective of the present paper is tounderstand the expressions of people as to how a culture is developed in an organisation and the role of aleader in culture building. The present study is based on qualitative research that focuses on the collection oftweets referring to culture# leadership# subsequently evaluated using N-Vivo software. We studied views ofpeople on 5265 tweets posted on culture and leadership. The study theorised that the data generated throughTwitter are useful in understanding the perceptions, ideas, and emotions of the people as they share theirreal-life experiences, professional life, and ways to resolve the problem. The findings are useful formanagement to understand the role of a leader not only in controlling and commanding the employees butalso in creating an encouraging, empowering and enabling work culture to attain competitive advantagethrough its people. The insights are helpful for employees to understand the real meaning of espousingculture building and for leaders to develop an environment that is flexible and helpful in problem-solving.Cultural understanding is essential for leaders as they are the ones who create and sustain a viable culture forthe organisation. The nexus can change the mindset of employers and employees to form a congenial workculture with good governance and leadership styles in the organisations. The paper is among the few studiesthat examined how a good culture in an organisation is developed and what qualities should be possessed bya leader through twitter qualitative analysis. The bond between culture and leadership is elaborated as anintertwining through the opinions depicted at a social media platform.