Corporate culture : definition and background

Abstract EN

corporate culture is a widely used term but one that seems to give rise to a degree of ambiguity in terms of assessing its effectiveness on change variables in a company or organisation.

For the past number of decades, most academics and practitioners studying organisations suggest the concept of culture is the climate and practices that organisations develop around their handling of people (Schein, 2004).

Watson (2006) emphasises that an important trend in managerial thinking in recent decades has been one of encouraging managers to try to create strong organisational cultures.

Corporate culture is the characteristic and the tangible personality originated inside every organization.

Even If we are not familiar with companies like Starbucks, Google or WWF.

Their names represent the taste of their workplaces, the attitude, the unwritten protocol of interactions and the company values.

As well as, organisational culture is unexpectedly tangible because its linked with corporate communication.

It can be deliberately designed and leveraged.

This study reviews evidence that shows why managing culture as an important element of corporate identity is important to effectively enhancing company performance.

Based on what we mean by corporate culture, its types and its background linked with corporate communication.