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Corporate culture: a lasting competitive advantage.

24/06/11 22:06

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Corporate culture: a lasting competitive advantage.

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Abstract: Corporate culture is a very relevant topic in today's global business environment and will continue to be important and more significant in the future. Corporate culture is not only transparent to employees within a firm but also to customers and investors. This paper explores empirical studies and academic articles conducted on the development of corporate culture with external and internal influences, the essential components of positive corporate cultures and the impact culture has in effectively shaping strategy, structures, and processes. It seeks to enhance managers overall understanding of the concept, to lead by example, and to take an active role in clearly communicating corporate-wide visions and missions to facilitate the development and management of values and assumptions in creating a positive corporate culture. Strong corporate cultures will further differentiate an organization amongst competitors and give organizations the ability to sustain a long-term competitive advantage with an overall better business performance. Keywords: Corporate Culture; Competitive Advantage

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