CORPORATE CULTURE AS A STRATEGIC DIRECTION OF ENTERPRISE MANAGEMENT IN THE CONDITIONS OF MODERN CHALLENGES

Abstract

The topicality of the research is substantiated by the fact that under current circumstances, in particular, COVID-19 pandemic, doing business is complicated. Under such conditions lots of attention is paid to an individual with his/her potential and abilities to work efficiently as a vital asset of the enterprise. The research identifies general impact of the coronavirus on the enterprise performance and the ability of the enterprise to adapt to crisis. The primary goal of the research is formation of a corporate culture which is one of the strategic directions of enterprise management, which leads to the formation of personnel values and «implants» unified conduct stereotypes in all the employees. The research characterizes “corporate culture” by means of several approaches, namely: functional, normative and psychological ones. It identifies the goal and levels of corporate culture (artifacts, established values, basic assumptions). The factors influencing corporate culture formation are systematized. Corporate culture manifestations in the practical management of the enterprise are described enabling the enterprise management to efficiently implement organizational changes. The article identifies corporate culture strategy, which will contribute to the fulfillment of the specific mission of the enterprise and will be positively accepted and followed by the personnel. It is established that COVID-19 pandemic has transformed the labour market and the majority of the enterprises appeared to be unprepared for the changes in operative management model. COVID-19 made the enterprise management organize remote format of work, however, not all the companies were ready for such conditions. Working remotely presupposes digitalization of the enterprise personnel, and under such conditions one should ensure high level of enterprise corporate culture. In such new conditions corporate culture of the enterprise will form “positive” or “negative” brand of the employer.