Question

Brett Wilson, CEO of TubeMogul, a video advertising Software Company argues, “Creating an exceptional culture is the only way to build a sustainable competitive advantage.”

Why do you agree or disagree with this statement?

Answer 1

Yes, Brett's opinion emphasizing on the aspects of organizational culture is a popular conception, with many people agreeing in accordance with it. Establishing a particular culture in an organization requires visionary approach from its leadership and motivated participation from the employees. The organizational culture goes through long process of evolution and modifications thus creating its individual exclusive identity in the market. No organization can change its culture in a short term goal nor can it copy them from its competitors. Therefore, we can easily say that an organization's established culture provides itself with a non-replicable competitive advantage and thus adjudging it success and failure factors. On the contrary, every other competitive advantage, such as Product assortment, Employee strength, Financial supremacy, etc are always practically achievable. So, any differentiating factor which can easily be inducted into the points of parity in an immediate future, lacks in sustainability. Hence, we can say that a positively established conducive culture is the only sustainable competitive advantage an organization can possess.