In 2003 and 2004, Denison and Schlue studied the corporate to research its corporate culture management. The research shows readers a complete reporton Henkel’s efforts at building their corporateculture according to the principles andobjectives of the corporation.The research is based on the Denison Organizational Culture Survey, the purpose of which is to survey the Denison model adopted by Henkel as a key component to build organizational culture. According to Denison model, organizations can be measured in the following 4 aspects: mission, adaptability, involvement, andconsistency. The Henkel has developed surveys for decades to research employee’s satisfaction and their identification with the company in other methods rather than the Denison model. However, these surveys turned out to discourage employees willing of participation and failed to describe its culture characteristics. Then, in 2003, Denison carried out his first survey, applying his Denison Organizational Culture Survey on the project.In 2004, Denison and his colleagues applied the survey again to study whether the corporate improved organizational culture management.