Corporate culture as a means of developing the organization’s potential

Abstract

Due to continuous complication of international communications, a growing level of uncertainty in the external and internal environment of most organizations, especially organizations operating in international markets, there is a growing need for effective tools that enable organizations to develop their potential rapidly and purposefully, considering a combination of external environment factors. On the example of leading international companies’ experience the article proves and demonstrates that a corporate culture could become one of such tools, if its implementation will be targeted, consistent and systemic.