A triangulation analysis of value congruency in corporate Spain: American dream or spanish reality?

The construct of value congruency has become the centre of scholarly as well as practitioner attention in the past two decades. Theoretical reasoning, however, has mainly originated in an Anglo Saxon context accompanied by scarce and contradictory empirical results. Therefore, the aim of this paper is to explore further the construct and determine its presence in the relatively unexplored cultural context of Spanish organizations. A novel triangulation measure is proposed and values are assessed by three independent data sources, representing three different constituencies in the company: non-management employees, HR directors, and a blend of senior management and communication directors inferred by the corporate websites of the firms studied. The latter is a relatively new medium for companies to shape and instil values, and is assessed by means of content analysis. Results show that value congruency is rather rare for the organizations of the sample studied and discussion revolves around issues of culture, possible clashes between values and the respective impact on the hypothesized sequence: values-satisfaction-performance. It is proposed that it may be more relevant in subsequent research to focus on incongruencies or ambiguities.