CORPORATE CULTURE AND ITS IMPACT ON COMPANY REPUTATION

Abstract

Corporate culture is an integral part of any organization, and its impact on production and business activities is undeniable. It exists from the very moment a company begins its operations, although it may initially be unconscious. Subsequently, its development and deliberate formation influences the enhancement of the company's reputation, as corporate culture is a set of values, philosophy, and rules of conduct in the business environment that, in combination, contribute to effective interaction with stakeholders. The purpose of the article is to analyze the relationship between corporate culture and reputation, with particular attention to the influence of individual attributes of corporate culture on the growth of an organization's reputation. The article examines the essence of corporate culture and company reputation, draws attention to their common foundation — emotions, since both corporate culture and reputation involve the emotional response of stakeholders to an organization. The key attributes of corporate culture are analyzed, the main ones are identified and recommended to be grouped according to the classical division into two categories: external and internal. The content of each key attribute of corporate culture is briefly presented and its impact on the company's reputation is outlined. It is noted that skillfully developed and established attributes of corporate culture, which influence the emotions of stakeholders, will positively affect the growth of an organization's reputation. The research methods used in the study are analysis, grouping, and deduction. The article recommends classifying mission, slogan (motto), corporate style, and corporate hero as external attributes of corporate culture, while values and rules, corporate traditions and rituals, and leadership style are classified as internal ones. External attributes are those directed at all stakeholders and are public in nature, while internal attributes define the behavior of employees within the company. Each of the identified attributes should be carefully developed and integrated into the company's management system in order to ensure a positive emotional response from stakeholders and, consequently, to enhance the organization's reputation. Thus, the development of corporate culture and the conscious formation of its individual attributes will contribute to the purposeful management of an organization's reputation. A prospect for further research is the analysis of reputational risks arising from the transformation of individual attributes of corporate culture.