CORPORATE CULTURE AS A FACTOR FOR FORMING THE SUCCESS OF THE UKRAINIAN BUSINESS ENVIRONMENT ON THE WAY TO EUROPEAN STANDARDS

Abstract

The article examines the specifics and principles of functioning of the modern business environment and its business culture, an important component of which is a new form of organizational culture – corporate culture, in the context of the methodology of philosophical and cultural analysis. Corporate culture is studied as a modern socio-cultural phenomenon that reflects the leading trends in the development of the global economy and digital technologies. The article examines the system of value bases that defines corporate culture as a culture of a new type of organization, and as a new form of business culture, and as a new level of management, based on the promotion of human capital as the main asset of any organization. Special attention is paid to the attribute component of the value core of the organization's corporate culture in the conditions of digital realities, which is expressed primarily in the system of modern branding. In the era of digital technologies and globalization of the market, the economy of each individual country is already only a part, only a component of a single global economic system. At the same time, the partnership is considered by specialists as the main type of economic relations, which replaces such former forms of expansion of companies' activities as mergers, acquisitions, coercion, control, etc. issues related to the meaning of business culture, the place and role of corporate culture in its structure become especially relevant and should become the subject of a special analysis. In the era of digital technologies and globalization of the market, the economy of each individual country is already only a part, only a component of a single global economic system. At the same time, experts consider partnership as the main type. The study of corporate culture precisely as an intellectual asset of a modern enterprise only partially takes place in the works devoted to the study of the total set of intellectual assets of the organization. All this allows us to state that the problem considered in this work is practically unstudied, which, in turn, provides a wide field of activity for its further research.