In a time when markets are more dynamic, uncertainties greater, and technological innovation faster than ever, one thing is clear: companies that resist change risk their survival. Cultural transformation has shifted from being a “nice-to-have” to becoming a critical competitive advantage.
But why is cultural transformation so important? What does it mean in practice, and how can it be actively managed? At Leschaco, these are not just theoretical questions - they’re part of our reality.
What is Corporate Culture?
Corporate culture embodies the shared values, beliefs, and behaviors that shape a company’s working environment. It impacts decision-making processes, teamwork, and how the organization is perceived externally. Edgar Schein, a pioneer in organizational psychology, describes corporate culture as “the sum of all attitudes, beliefs, and behaviors present in an organization” (Schein, 2010).
Culture, however, is not static. It is a living system that must adapt to internal and external changes to remain effective. Especially in industries as dynamic as logistics, a strong and evolving culture is key to resilience and success.
Why is Cultural Transformation Essential?
- Resilience: Staying Strong in Times of Uncertainty
Companies must be agile and resilient to respond to unpredictable challenges, such as market disruptions or global crises. Resilience means not only overcoming these obstacles but emerging stronger. Research (e.g., McKinsey, 2020) shows that resilient organizations respond more effectively and rapidly to challenges - a critical advantage in the global logistics sector. - Flexibility: Fostering Creativity and Productivity
A vibrant corporate culture creates an environment where employees feel valued and empowered to take initiative and innovate. According to Gallup, motivated teams are more productive and view crises as opportunities for growth rather than obstacles (Gallup, 2021). - Future-Readiness: Securing Competitive Edge
Cultural transformation is essential for companies to remain competitive in evolving markets. Businesses that fail to adapt risk losing relevance. Transformation fosters a culture that embraces innovation, growth, and adaptability, ensuring long-term viability. - Talent Attraction and Retention
A positive corporate culture not only drives success but also attracts and retains top talent. In an era of skills shortages, prospective employees increasingly seek companies that offer development opportunities and foster a supportive environment. Deloitte reports that 94% of leaders view a strong culture as critical to business success (Deloitte, 2019).
Leschaco’s cultural transformation journey began already in 2019 with an internal As-Is Analysis
(Project InsideOut). The strategic anchoring in 2021, the launch of the One Leschaco initiative and the thematic development of Leschaco’s Culture Journey later on were further significant steps.
The goal is to develop a corporate culture aligned with the challenges of a complex and dynamic global landscape and to further connect the company under the spirit of ‘One Global Team’. This transformation is seen not as a one-time effort but as an ongoing process, integrated into both strategy and operations.
The Global Culture Week: A Tangible Example
A significant milestone in our Culture Journey was the Global Culture Week three weeks ago (November 2024), held simultaneously in 24 countries and led by the internal Ambassador Network. Employees worldwide participated in interactive workshops, events, and discussions designed to make our corporate culture tangible and actionable.
Why is Cultural Transformation Essential?
- Resilience: Staying Strong in Times of Uncertainty
Companies must be agile and resilient to respond to unpredictable challenges, such as market disruptions or global crises. Resilience means not only overcoming these obstacles but emerging stronger. Research (e.g., McKinsey, 2020) shows that resilient organizations respond more effectively and rapidly to challenges - a critical advantage in the global logistics sector. - Flexibility: Fostering Creativity and Productivity
A vibrant corporate culture creates an environment where employees feel valued and empowered to take initiative and innovate. According to Gallup, motivated teams are more productive and view crises as opportunities for growth rather than obstacles (Gallup, 2021). - Future-Readiness: Securing Competitive Edge
Cultural transformation is essential for companies to remain competitive in evolving markets. Businesses that fail to adapt risk losing relevance. Transformation fosters a culture that embraces innovation, growth, and adaptability, ensuring long-term viability. - Talent Attraction and Retention
A positive corporate culture not only drives success but also attracts and retains top talent. In an era of skills shortages, prospective employees increasingly seek companies that offer development opportunities and foster a supportive environment. Deloitte reports that 94% of leaders view a strong culture as critical to business success (Deloitte, 2019).
How is Leschaco Leading Cultural Transformation?
Leschaco’s cultural transformation journey began already in 2019 with an internal As-Is Analysis,(Project InsideOut). The strategic anchoring in 2021, the launch of the One Leschaco initiative and the thematic development of Leschaco’s Culture Journey later on were further significant steps.
The goal is to develop a corporate culture aligned with the challenges of a complex and dynamic global landscape and to further connect the company under the spirit of 'One Global Team'. This transformation is seen not as a one-time effort but as an ongoing process, integrated into both strategy and operations.
Our Culture Project InsideOut not only showed me that you can achieve your goal in a team without hierarchies, but also that the voices of all colleagues worldwide are important and have an impact for the future.
Philine Engler - Culture & Organizational Development Expert (Leschaco Germany)
The Global Culture Week: A Tangible Example
A significant milestone in our Culture Journey was the Global Culture Week three weeks ago (November 2024), held simultaneously in 24 countries and led by the internal Ambassador Network. Employees worldwide participated in interactive workshops, events, and discussions designed to make our corporate culture tangible and actionable.
“It is the right approach to drive cultural change from within,” explain Monika Schubert and Dr. Peter Markus Kolb of Future Impact GmbH, experts in organizational development (OD) with a human-centred approach, who have been supporting Leschaco on its Culture Journey. “Leschaco demonstrates how cultural work can evolve into a central strategic driver. The global network of culture ambassadors, combined with the consistent inclusion of all locations, makes the transformation truly tangible - and that is remarkable.”
Our fist Culture week has opened the curiosity of most participants, and I am sure that internal fibres were touched, and people are more open to dialog with each other loosing some fears or shyness. I have discovered coaching skills inside of me that I did not imagine to have and I found a safe place to bring them out.
Beatriz Delatorre - Special Accounts Executive (Leschaco Colombia)
Key Messages from Leschaco’s “Culture Journey”
- Cultural Work as a Strategic Goal
Since 2019, cultural transformation has been a core component at Leschaco. During the 2021 strategy process, a focus on “People & Culture” was firmly anchored as a critical element of its Strategy 2030. - A Collective Journey – The Ambassador Network
At Leschaco, the Culture Journey is seen as a shared process, inviting all employees to actively contribute their ideas and perspectives. Over 170 ambassadors worldwide are supporting change locally, ensuring the transformation remains authentic and impactful. - From Awareness to Empowerment
Leschaco’s cultural transformation goes beyond raising awareness. The next phase emphasizes empowering employees to take ownership of the company’s culture. “Through the Global Culture Week, we are now moving from the phase of pure awareness to empowerment. In doing so, we are consciously linking cultural work with the business objectives and requirements of the company and into everyday business practices”, reports Kerstin Lüdemann, member of the internal Culture & Organizational Development Team. - A Global Network That Brings Culture to Life Locally
Across all countries where Leschaco operates, Local Culture Teams work to translate global values and the five defined culture pillars as framework into practical action. The Ambassadors and Local Culture Teams are the engine of cultural transformation, ensuring that change is not only visible globally but also relevant and meaningful locally
I believe that cultural change can have a profoundly positive impact on an organization. It fosters a sense of purpose and connection, making work even more meaningful. It creates a supportive and inclusive environment where everyone feels valued and empowered to contribute their best. As a result, I see improved collaboration, greater job satisfaction, and a stronger sense of belonging, all of which ultimately lead to a more positive and productive workplace.
Christine Russel-Witterbrood - Managing Director (Leschaco Thailand)
I gained so much from the global Ambassador network and OD team, especially in terms of new presentation skills, interactive tools like Miro, engaging games, and great materials. Thank you for the clear guidance and the helpful tools that empower us to deliver our workshops effectively. Your positivity, motivation, and knowledge-sharing are truly inspiring!
Janice Lim - Senior Business Development Manager (Leschaco Malaysia)
Conclusion: Transformation That Pays Off
Across all countries where Leschaco operates, Local Culture Teams work to translate global values and the five defined culture pillars as framework into practical action. The Ambassadors and Local Culture Teams are the engine of cultural transformation, ensuring that change is not only visible globally but also relevant and meaningful locally.
