Case Study


Core Value Deployment
Kulicke & Soffa
Core Value Deployment

“A Core Value Deployment (CVD) framework and roadmap was created in collaboration with a specially-trained CVD project team,”



To sustain growth in a fast globalising market like Asia, adopting best practices may not be enough. To reach full potential, companies may need to consider organisational transformation to sustain their competitive advantage. Instilling a set of core values is good place to start, but creating, defining, strategising and deploying corporate core values across an organisation is a complex and specialised process.


Partnering helps. A US multinational leading supplier of semiconductor assembly equipment, tools and materials worked closely with the Singapore Training and Development Association (STADA) in a value clarification exercise for its senior management. As an industry partner, STADA offers skills and technology transfer allowing companies to cost-effectively leverage human capital resources. Its Core Value Deployment partnership began with a workshop focused on core value descriptors and guiding principles. A Core Value Deployment (CVD) framework and roadmap was created in collaboration with a specially-trained CVD project team (chosen by the company’s CEO). The team championed and cascaded core values to every level of the organisation. Deployment strategies and process steps were developed and core values were integrated into reward and recognition system with performance measures. A year-long employee engagement programme, including road shows and role modelling by senior management, launched the core values. Pre- and post roll-out surveys were conducted to assess results.




This CVD project contributed to systemic leadership growth throughout the organisation and enhanced sustainable competitive advantage in business as well as increasing governance. All new employees are now inducted and inculcated in the corporate core values through a specially designed induction programme.


Instilling organisational core values enhances partnerships and ownerships resulting in a cost-effective resource for best practice adoption Community partnering is successfully scalable Organisational transformation is within the reach – and budget – of every company in Asia 


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