PROJECT FOR THE ESTABLISHMENT OF MODEL FOR MANAGEMENT OF CORPORATE CULTURE IN THE CONTEXT OF GLOBAL COMPANY

YANICA PETKOVA DIMITROVA

Abstract

Corporate culture is directly linked to the strategy and structure of the company, helping to improve its competitive advantages, and therefore an important element in the process of organizational development, determined by the dynamics of modern social and business environment marked by globalization. The article discusses the basic characteristics of the models of corporate culture to offer a research framework for the drafting of a model of corporate culture, which could be applied in multinational, global companies to enhance their competitive advantages.

Key words

corporate culture, globalization, communication competence, corporate social responsibility, multinational company, virtual organization, shared value.

JEL Codes: M14

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