CORPORATE CULTURE – A TOOL OF INCREASING THE ENTERPRISE’S COMPETITIVENESS
Keywords:corporate culture, corporate management, competitiveness, competitive advantage, strategic tool, management, image.
AbstractThe conceptual foundations of corporate culture by the views of different scholars have been summarized. The role and place of corporate culture in the system of organization’s management and ways of increasing the competitiveness have been defined in the article. The features of domestic approaches to the definition of the concept «corporate culture» are determined. It is established that most of the mechanisms of corporate culture in the activity of domestic organizations are practically not used, especially in the case of state-owned enterprises. It is grounded the influence of corporate culture on the organization’ activity and management of human resources, where corporate culture is basically understood as a set of norms, rules, traditions, accepted by the organization’s managers and personnel that expressed in the values declared by the organization, in the guidelines of behavior and actions given the staff. The main functions of organizations with a strong corporate culture and, at the same time, existing problems of corporate culture implementation into the activities of domestic organizations are outlined. Factors that determine the need for domestic organizations of changing the corporate culture, namely, the impact of corporate culture on the organization’s results and the quality of human resources management, which necessitates the existence of an effective corporate culture, have been formulated. It is determined that due to the improving and updating the existing corporate culture, the organization’s management can achieve the intended results both for a separate structural unit and for the organization as a whole. Attention is focused on the transformation processes in the economy made by people who have their own system of values, rules, norm of conduct, management models that include the concept of corporate culture. It is researched and summarized the importance of corporate culture as a tool for effective management and its impact on competitiveness and creating a positive organization’ image. The mechanism of its formation, structure, types and functions has beenrevealed. Discovered and proved the impact of the national mentality ondevelopment of corporate culture, its effectiveness analyzes. Based on the study of scientific literature on this subject there were identified problems and obstacles to implementing the corporate values and stressed the need for its widespread implementation.
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