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Implementation of teal organization in the sales department of an internet marketing agency case study

Kraśniak Janusz, Gorlak Szymon

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

2025

z. 216

239--251

Purpose: The article attempts to answer the following research questions: What are the main challenges associated with implementing a teal organization in the sales departments of marketing agencies? What actions were taken to shape the attitudes and values desired by the studied company, which are characteristic of the teal organization model? What benefits were achieved as a result of the actions taken? Design/methodology/approach: Attempting to answer the research questions required a literature review and conducting research procedures. The case study method was used in the research process. The aim of the study was to describe a typical case of implementing the teal organization model in the studied company. Additionally, the research employed direct observation techniques, surveys, interviews, and organizational documentation. Findings: The effective implementation of the teal organization model requires methodical actions that focus the efforts of organizational participants around the values and attitudes desired by the organization. Identifying the key values and attitudes of a teal organization and recognizing gaps in these values and attitudes within the sales department enabled actions that contributed to transforming the existing organization into a teal organization. Practical implications: The analysis of actions taken by the studied company leads to the conclusion that they contributed to raising employees' awareness of the teal organization principles and embedding its values and assumptions within the organization. Considering the research findings, it can be assumed that the teal organization model has a place in modern management. This assumption is based on the desire to work in an environment that nurtures human values; the employees' contribution, their engagement, feedback culture, and trust. Barriers in implementing the teal organization model often include a lack of trust in the concept, which relies on empowering employees and relinquishing traditional control over the work process. Originality/value: The innovation lies in highlighting the need to incorporate values and attitudes characteristic of the teal organization concept in the implementation process, identifying actions that contribute to shaping these values and attitudes, and determining how an effectively implemented teal organization can impact the development of sales departments in marketing agencies.