About Denison

Two unique characteristics make the Denison model stand out above all others: its research and the proven connection to organizational performance.

The model provides organizations with an organizational culture approach that is easy to interpret and is in tune with the business world, based on sound research principles.

Their cultural solutions have been successfully implemented in more than 5,000 organizations around the world, in a variety of situations such as Cultural Change, Transformation and Restructuring, Transitions of New Leaders, as well as Mergers and Acquisitions.

The Denison model connects organizational culture with business performance indicators such as sales growth, return on equity (ROE), return on investment (ROI), customer satisfaction, innovation, employee satisfaction and more.

The model and culture survey are based on more than 20 years of research and practice by Daniel R. Denison, Ph.D. and William S. Neale, M.A., M.L.I.R.

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Denison’s organizational culture model highlights four attributes that an organization must have to be effective. At the center of the model are the beliefs and assumptions of the organization, which are composed of the deepest aspects of the identity of an organization. These four attributes of the Denison Model (Mission, Adaptability, Participation and Consistency) measure the behaviors guided by these beliefs and assumptions that create the culture of an organization.


  • Mission: Defines a significant long-term direction for the organization.
  • Adaptability: Are we responding to the market or external environment?
  • Participation: Are our people aligned and committed?
  • Consistency: Determines the values and systems that form the basis of a solid culture.

The results in addition to being appreciated in each of the four attributes, you can use the different hemispheres of the model, which has a great wealth and opportunities for improvement.

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