I often wonder whether the relationships between brand-less factions in (and across) organizations has more of an impact than the official PR-heavy moves made u

I often wonder whether the relationships between brand-less factions in (and across) organizations has more of an impact than the official PR-heavy moves made under the institutional brand. Take, for example, the changes that have happened at Microsoft since Ballmer's departure. I have a hard time imagining the branching GitHub's Atom to make an open source "light IDE", deprecating IE, and Google's using TypeScript for Angular2 happening while Ballmer's faction was in power. Microsoft has the same name, but it's acting like a very different beast. I'm not sure how one could observe these factions cut across institutions, but I'd be interested if anyone has any suggested readings.