Strong refers to the degree to which members subscribe to the norms and values, in efect a kind of psychological‘cloning’.Tesenorms and values areimportantly defned as thoseespousedby management, and the idea is to use this commitment in the absence of bureaucratic methods, to provide performance enhancement via improved self-motivation. In this way strong cultures link to work on job satisfaction and may overcome job-design failure associated with the types of technology identifed by Joan Woodward.