The normative function and normative isomorphism work in Philippine organizations, both public and private:
Core Concepts
- Normative Function: This involves the influence of values, norms, and professional standards on an organization’s behavior.
- Normative Isomorphism: This occurs when organizations adopt similar practices because they share a sense of professional obligation, a desire for legitimacy, or a need to be seen as responsible and ethical members of their field.
- Complying with Social Obligations: This means adhering to what is considered socially acceptable, morally right, or professionally responsible within a specific industry or community.
- Accreditations and Certifications: These serve as external validation that an organization meets certain standards of quality, ethics, or social responsibility, influencing whether change happens or not.
Example 1: Business – A Pharmaceutical Company and Ethical Marketing
- Normative Function: The Philippine pharmaceutical industry is increasingly influenced by global standards of ethical marketing and transparency, as well as local expectations for responsible corporate behavior.
- Normative Isomorphism: A pharmaceutical company, “Medika Philippines,” observes that its competitors are adopting stricter policies on interactions with doctors, disclosing potential conflicts of interest, and promoting their products based on scientific evidence rather than aggressive sales tactics. To maintain its reputation and attract socially conscious investors, Medika Philippines decides to follow suit.
- Complying with Social Obligations: Medika Philippines implements a new code of conduct that limits gifts and sponsorships to healthcare professionals, invests in educational programs for doctors and patients, and ensures that its marketing materials are accurate and balanced. This aligns the company with the growing social expectation that pharmaceutical companies should prioritize patient well-being and ethical practices.
- External Factors:
- Accreditation: Medika Philippines seeks accreditation from a reputable industry organization that promotes ethical marketing practices.
- Certifications: It pursues certifications related to quality management and corporate social responsibility to demonstrate its commitment to these values.
- Public Image: Positive recognition from consumer groups and the media further reinforces the company’s commitment to ethical behavior.
Example 2: Private Organization – A University and Academic Standards
- Normative Function: Philippine universities are shaped by national and international norms regarding academic quality, research integrity, and social responsibility.
- Normative Isomorphism: “St. Michael’s University,” a private university, notes that other leading universities are strengthening their research ethics review boards, investing in faculty development, and promoting community engagement programs. To enhance its reputation and attract top students and faculty, St. Michael’s decides to adopt similar initiatives.
- Complying with Social Obligations: The university establishes a center for social innovation, promotes research that addresses local challenges, and partners with community organizations on development projects. This demonstrates a commitment to using its resources and expertise for the benefit of society.
- External Factors:
- Accreditation: St. Michael’s seeks accreditation from international accreditation bodies to validate the quality of its academic programs and research.
- Rankings: The university aims to improve its standing in national and international university rankings, which often consider factors such as research output, faculty qualifications, and social impact.
Example 3: Public Agency – A Local Government Unit (LGU) and Good Governance
- Normative Function: Philippine LGUs are influenced by national policies and international best practices related to transparency, accountability, and citizen participation.
- Normative Isomorphism: The Municipality of “Makati Dos” observes that neighboring LGUs are implementing e-governance systems, conducting regular public consultations, and partnering with civil society organizations to improve service delivery. To enhance its image and secure funding from national and international sources, Makati Dos decides to adopt similar measures.
- Complying with Social Obligations: The LGU launches an online portal for accessing government information, establishes a citizen feedback mechanism, and creates a multi-stakeholder council to oversee development projects. This demonstrates a commitment to open government and participatory decision-making.
- External Factors:
- Certifications: Makati Dos seeks certification from organizations that promote good governance practices at the local level.
- Awards: The LGU competes for national awards that recognize excellence in local governance, transparency, and service delivery.
- Funding: Access to grants and loans from national government agencies and international development organizations is often contingent on demonstrating a commitment to good governance principles.