VIEWING COMPANY'S EMPLOYEES AS CORPORATE CULTURE AMBASSADORS

Abstract

The paper explores the key factors affecting the corporate culture formation and development. Recently, the issues of corporate culture, especially in large organizations, trigger the focused attention of a number of management theorists and practitioners. It is a relatively new and insufficiently researched concept, both in this country and abroad. People make the foundation of any company, conversely any organization directs its activities towards a person fostering a multifaceted diversity of organizational culture brought in by each employee. This wide spectrum of variety is shaped by the uniqueness of each individual. Each person’s genetic background is exceptional which stems from people’s diversity of the universe. Ukrainian national individualism specified by the nature of social life plays a dual role in building a corporate culture domain of domestic business structures. Given the equity capital formation under the indirect ownership-based principle of “from individual to collective”, this feature of a national character contributes to corporate philosophy tailoring. The paper suggests a definition of the “corporate culture” concept as a set of values, beliefs, opinions, perceptions, expectations, symbols as well as behavior norms and patterns, traditions, rituals, etc. that have developed in the organization or its divisions during its life cycle and which are accepted by the majority of employees. The system of leadership based on encouraging practices is proved to be most effective. Diligent, initiative performance of management instructions, hard creative work in this case depend on the remuneration policy. Thus, incentives should be meaningful for a performer and feasible for a firm. Insights to a range of theoretical and practical aspects in building employee’s corporate culture are provided. The personnel particular role in facilitating the enterprise performance efficiency is revealed. The paper verifies the need to implement coaching in terms of effective training practices for staff development.