| Chapter 2: | Literature Review |
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Table 1 illustrates the possible combinations of values between organizations and individuals. If the organization supports a value that the individual also supports, they will have a match in their values and the organization is expected to receive some benefits from the value match. If the organization opposes an individual’s personal values, they are expected to conflict with each other and the organization is likely to lose trust or goodwill due to the conflict. If the organization’s values neither match nor conflict with the individual’s values, then there is no expected benefit or liability from this scenario, except for the possible loss of business if the customer goes to a value positive organization.
Table 1. Value Combinations
| Organisation’s Values | |||
| Individual’s Values | Match | Neutral | Conflict |
Value congruence is not a new concept. It has been interchangeably called value similarity in the marketing literature (Ang et al., 2000) and value congruence in the organizational science literature (Jung and Avolio, 2000). Value congruence is a measure of how closely an individual’s personal values and the perceived values of an organization overlap. The more they have in common, the greater the similarity between personal and organizational values. However, values do not have to be identical to be compatible. In order to be compatible, values only need to be similar enough to support common causes and avoid clash over issues important to the individual and the organization.
Trust
Trust is defined as the “willingness of a party to be vulnerable to the actions of another party based on the expectations that the other will