ABSTRACT
The CEOs and senior officers of a corporation are pivotal figures in formulating and spreading a firm’s cultural values. As Peters and Waterman (1982: 82, 85) put it, “The culture of almost every excellent company … can be traced to transforming leadership somewhere in its history,” and “the art of the creative leader is the art of institution building, the reworking of human and technological materials to fashion an organism that embodies new and enduring values.” 1
