From What-to-Keep to What-to-Change

With the development of economy and technology, competition has become more and more intense in the various industries. In order to survive, an organization has to be aware of its vision, mission and values, so that it can make clear strategies to compete with other players in the market. Meanwhile, the industrial environment is changing over time, which triggers organizations to change with it. In the process of the organizational change, the organizational culture and the organizational values, the dominant values in particular, are the key factors controlling the change. In the current film industry, distribution is a problem. Meanwhile, governmental funding is decreasing, while the amount of filmmakers is increasing. Under this circumstance, the film companies, especially the independent labels, have to change their marketing or directions in order to be sustainable. In this process, not only the organizational values, but also the organizational culture will create impact on the managerial level. Cinatura, a small Dutch independent film company will be a case study in this research. It shows how a cultural organization adapts to the environment to make changes for maintaining business continuity.