The actions and image of top management can greatly impact the organization’s culture.  The executives establish norms that are filtered down through the organization through their behavior and what they say.  These norms establish what is appropriate and desirable within the company.  The CEO of Japan Airlines, world top 10 international airlines, is Haruka Nishimatsu.  He slashes his only salary to only about $90000 per year, which is actually lower than the salary of a regular pilot of his own company.  The CEO uses the bus everyday to go to work and lines up at the cafeteria during lunch along with all his employees.

Haruka prefers a modest personal lifestyle, and also prefer the same for his company.  He mentions that “businesses which pursue money first fail” and that “the business world has lost sight of this business ethics.”  The CEO hopes that his behavior would send a message to all his employees.

Sources: http://www.kal01.com/2012/04/haruka-nishimatsu-a-real-life-hero/