How does the application of the Golden Circle contribute to shape the organizational identity of an international company? Case study: La Marzocco

Details

Supervisors

Hermans, Julie

Faculty

Louvain School of Management

Degree label

Master [120] en sciences de gestion, à finalité spécialisée

Abstract

In this thesis, we explore how the application of Simon Sinek's Golden Circle can shape the organizational identity of an international company, using La Marzocco as a case study. This thesis proposes to study organizational culture and identity jointly, viewing culture as the context within which identity is constructed and transmitted through the use of artifacts. We particularly focus on Simon Sinek’s Golden Circle, a model that structures organizational communication around three key questions: “Why?”, “How?”, and “What?”. Although the Golden Circle is recognized for its ability to clarify and align values and actions, its role as an identity-building artifact in an international context has not yet been formally established. To answer our research question, this thesis adopts an exploratory approach centered on the case study of La Marzocco, an Italian company renowned for its artisanal espresso machines, which has integrated the Golden Circle into its management strategy since 2014. The literature review will allow us to better understand the challenges and internal dynamics associated with building a coherent organizational identity in a multicultural environment. We will then focus on the role of storytelling and artifacts in identity construction to evaluate whether the Golden Circle can be considered as an identity-building artifact. Next, we will detail the qualitative data collection methodology for our research. Semi-structured and in-depth interviews with executives from various branches will be conducted to gather empirical data to test our hypothesis. We will then discuss the findings, identify opportunities and limitations, and formulate a conclusion to address our research question.