Identification of Corporate Culture by Three Levels of Cultures Concept: Case Study of Blue Bird Taxi Driver-Employee In Jakarta

Ellyzar Zachra P. B., Ilya Revianti

Research output: Contribution to conferencePaperpeer-review


Starting business since 1972, Blue Bird has now become one of the leaders among taxi industries in Indonesia. Blue Bird was the first one to offer mobile transportation service via Blackberry. This company also created an application called My Blue Bird that enables customers to order taxi in ease. However, technological changes aroused turmoil within the company, one of it was seen in huge strike of Blue Bird drivers in Jakarta, 22 March 2016. A friction was growing within Blue Bird, especially between taxi drivers and management and thus the conflicts emerge to public eyes. This research aims to identify the company culture towards Blue Bird taxi drivers in Jakarta and how communication among the taxi drivers transmitted the culture. The researcher utilizes concept of three level cultures by Edgar Schein thatconsists of artefacts, espoused values, and basic underlying assumptions. This was a descriptive study with single level analysis case study design. The data collected by in-depth interview, observation, and document studies. The result shown that organizational culture in Blue Bird was an approval culture that has been part of passive/defensive culture. Basically, management provides various benefits and line of communications to the taxi drivers. However, this research found trust issues and fear among the taxi drivers if they had a different opinion than the company. The drivers tend to avoiding conflicts and felt that they had to agree, got approval, and be liked by the others. This research found that the line of communication between the upper and lower position to transmit company culture consisted of two lines, formal and informal communication. Formal communication, monthly meeting between the drivers and the group leader wasn't effective and one way. Informal communication among the drivers through group meeting and social media (Whatsapp and Facebook) was more effective considering it was free from company intervention. This research found that the relation between management and the drivers is not even.
Original languageEnglish
Publication statusPublished - 2017
Event1st Indonesia International Graduate Conference on Communication (IGCC) 2017 - ID, Depok, Indonesia
Duration: 1 Jan 2017 → …


Conference1st Indonesia International Graduate Conference on Communication (IGCC) 2017
Period1/01/17 → …


  • corporate culture, three level of culture, artefacts, espoused values, basic underlying assumptions


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