Table II Four types of organizational... | Emerald Publishing

Table II

Four types of organizational DNA clarified

DNA	Description	Application to sustainability
Red	The tendency of red companies is to break out of traditional paradigms. They act in a self-conscious manner, independent of others. Culture is generally informal, with loose, principle-based procedures and a lot of delegated responsibility	In developing sustainability policies, RED companies ask themselves: Is the policy conceptual, pioneering and unconventional? Does it show that sustainability can be achieved through vision, experimentation and courage? Does the policy provide the freedom and autonomy that my organization needs to be successful?
Yellow	Imagination and making things attractive for a larger public is what yellow companies are good at. Yellow companies are often trendsetters. They act in an upbeat, energetic way. Culture is generally very dynamic, with a flexible, market-oriented organization and short-communication lines	In developing sustainability policies, YELLOW companies ask themselves: Is the policy creative, optimistic and open hearted? Does it show that sustainability can be achieved through enthusiasm, inspiration and optimism? Does the policy provide the flexibility and dynamics that my organization needs to be successful?
Green	The green company is conservative by nature. It is a trusted and familiar source for its customers. Green organizations build solid networks of relationships, with formalized structures. A safe working environment and atmosphere is very important for green culture, as are clear rules and agreements	In developing sustainability policies, GREEN companies ask themselves: Is the policy unburdening, responsible and connective? Does it show that sustainability can be achieved through cooperation, formalization and conformity? Does the policy provide the stability and consensus that my organization needs to be successful?
Blue	A drive for quality is what distinguishes the blue company. These companies are often specialists, bringing a specific product or niche to perfection. Blue organizations tend to be highly structured and organized, reaching high levels of efficiency. Culture is serious and dedicated, within a highly formalized and predictive set of rules and procedures	In developing sustainability policies, BLUE companies ask themselves: Is the policy professional, practical and goal oriented? Does it show that sustainability can be achieved through efficiency, intelligence and dedication? Does the policy provide the focus and structure that my organization needs to be successful?

DNA	Description	Application to sustainability
Red	The tendency of red companies is to break out of traditional paradigms. They act in a self-conscious manner, independent of others. Culture is generally informal, with loose, principle-based procedures and a lot of delegated responsibility	In developing sustainability policies, RED companies ask themselves:Is the policy conceptual, pioneering and unconventional?Does it show that sustainability can be achieved through vision, experimentation and courage?Does the policy provide the freedom and autonomy that my organization needs to be successful?
Yellow	Imagination and making things attractive for a larger public is what yellow companies are good at. Yellow companies are often trendsetters. They act in an upbeat, energetic way. Culture is generally very dynamic, with a flexible, market-oriented organization and short-communication lines	In developing sustainability policies, YELLOW companies ask themselves:Is the policy creative, optimistic and open hearted?Does it show that sustainability can be achieved through enthusiasm, inspiration and optimism?Does the policy provide the flexibility and dynamics that my organization needs to be successful?
Green	The green company is conservative by nature. It is a trusted and familiar source for its customers. Green organizations build solid networks of relationships, with formalized structures. A safe working environment and atmosphere is very important for green culture, as are clear rules and agreements	In developing sustainability policies, GREEN companies ask themselves:Is the policy unburdening, responsible and connective?Does it show that sustainability can be achieved through cooperation, formalization and conformity?Does the policy provide the stability and consensus that my organization needs to be successful?
Blue	A drive for quality is what distinguishes the blue company. These companies are often specialists, bringing a specific product or niche to perfection. Blue organizations tend to be highly structured and organized, reaching high levels of efficiency. Culture is serious and dedicated, within a highly formalized and predictive set of rules and procedures	In developing sustainability policies, BLUE companies ask themselves:Is the policy professional, practical and goal oriented?Does it show that sustainability can be achieved through efficiency, intelligence and dedication?Does the policy provide the focus and structure that my organization needs to be successful?