Nowadays more and more managers and HR managers are thinking about the need for corporate culture in the organization. Corporate culture is a set of behavior models gained by the organization in the process of adaptation to the internal and external environment, shared by the majority of members. There are several components of corporate culture:
- Styles of conflict resolution.
- The accepted system of leadership.
- The current system of communication.
- Adopted symbols: slogans, rituals, and organizational taboos.
- Individual’s position in the organization.
Usually corporate culture that exists in the organization is a complex set of assumptions, precariously accepted by all members of the team, which sets the general framework of behavior. The most significant characteristics of corporate culture are: employee awareness of his/her place in the company (group), type of collaborative activities, standards of behavior, type of control, culture of communication, communication system, business etiquette, traditions of the company, particular interpretation of authority and responsibility, and work ethic. The decisive factor in the development of corporate culture is the philosophy of the company. These principles are formed in advertising, speeches of founders, and informational documents. The formation of these principles aims to create in the eyes of employees and the external environment a certain image of the corporation.
The concept of corporate culture includes a very important aspect, known as corporate behavior. It includes a variety of activities related to the management of economic societies. The basic principles of corporate governance were formulated in the early 1990s in the “Code of Corporate Behavior”, adopted in countries with the most developed capital markets: UK, USA, and Canada. These codes regulated the practice of corporate behavior, in particular, the issues of interests of shareholders, accountability of directors and management. Since then, the time codes of corporate behavior with the relevant guidelines have been issued in many countries. A number of codes contain rules that recapitulate provisions of the company law and negotiable papers. At the same time, they provide principles and rules that are not legally binding. The legal status of these codes varies in different countries. Somewhere they are a part of the mandatory conditions that must be observed by the company in order that its securities are listed on the stock exchange. In other countries, the code is not associated with any mandatory requirements.
Corporate behavior is a concept that covers a variety of activities related to the management of business entities. Corporate behavior affects the economic performance of companies and their ability to raise the capital needed for economic growth. Improvement of corporate behavior is the most important measure necessary to increase the flow of investment in all sectors of the economy from both sources within the country and foreign investors. One way of such improvement could be the introduction of certain standards established by analyzing the best practices of corporate behavior. Standards of corporate behavior are applicable to all types of business entities. However, they are the most important for corporations, as the latter often manifest the separation of ownership and management, with the resulting likelihood for more conflicts. Therefore, the Code is designed primarily for corporations that go to the capital market. However, this does not preclude its use by any other business entities. Relevance of the Code is that corporate behavior should provide a high level of business ethics in the relationship between participants of the market.
Various command and equal opportunities for all employees is a key driver for creativity, innovation, and inventiveness, and, as a result, for the success of the business. Throughout the world, many employees may take advantage of that modern approach to staff relations. The aim of HP, a large American company in the sphere of information technology, is creating a diverse team and harnessing the potential of different people without restrictions to nationality, gender, physical abilities, cultural heritage, and beliefs. It is a long-term strategy and priority for this company, which has selected it intentionally basing on its fundamental values. Today, the understanding of team diversity is a reflection of the global representation of the company and its international culture. A conscious policy of equal opportunities in the company for a variety of command staff requires the rejection of stereotypes and, sometimes, courageous and decisive actions from many people around the world. HP is focused on providing conditions for the career development of its entire staff from the recruitment to the company and all the way up the career ladder. HP desires to have women attain self-realization, enhance management of information technology, as well as motivate current employees. Women now occupy over 30% of management positions in HP worldwide.
Communication has a very important place in the organizational life and a huge impact on individuals and groups of people. Exchange of information among employees in an organization leads to the achievement of its goals. Communication is the transfer of information from one person to another and a way to bring to the other people different facts, ideas, feelings, and values. The purpose of communication is to obtain from the host party the understanding of the message sent. In communications, at least two people are always involved – a sender and a receiver. A sender is any individual (employee), who has certain ideas, thoughts, information, and the purpose of communication. A receiver is the individual who receives the sender’s message. To ensure clear and effective communication in the organization, a person needs to know and prevent possible interference in the process of their implementation. Communication especially influences the climate of the team and its mental state, reflecting the peculiarities of the team’s life, emotional atmosphere, comforts and discomforts.
The corporate behavior of employees of Adidas Company presents ethical principles for business behavior, as well as explanations for how employees should behave in different situations. The Adidas rules pertain to the performance of duties by employees and their behavior in relationship to the team and external business partners. Corporate rules of Adidas cover such aspects as business ethics and corporate behavior, labor and personnel relations, relations with business partners, recordkeeping and rules of compensation for office expenses, protection of the confidential and proprietary information, abuse prevention, conflicts of interests, work environment, health and safety of employees, and compliance with the rules. Authenticity, passion, innovation, inspiration, dedication, and honesty are the values that characterize the Adidas Company. Behavior of all employees must be assessed as based on integrity, honesty and responsibility, regardless of their position within the company. The main principle of Adidas is law enforcement. All employees must abide by laws and regulations under which activities of the branch of the company are carried out. Violation of the law is not permitted under any circumstances. This also applies to the relationship between employees, management, and business partners. Corporate rules focus on the relationship between people. An important aspect is openness and confidential work environment, which can promote efficient operations and increase staff motivation. Each employee should be treated with respect.
Corporate culture and corporate behavior are two very important elements for the success of the company. Nowadays these elements exist in every company. Corporate culture is the motivating factor. Corporate culture of the company shall comply with the external environment and the strategy of the company. With this matching conditions are created in which employees work with full dedication and high performance, making the company competitive. Components of corporate culture include: styles of conflict resolution, the accepted system of leadership, the current system of communication, adopted symbols: slogans, rituals, and organizational taboos, individual’s position in the organization. Another factor that greatly influences the success of the company is communication. Communication especially influences the climate of the team and its mental state, reflecting the peculiarities of the team’s life, emotional atmosphere, comforts and discomforts. All of the above is present in the Adidas Company, which makes it successful in the market.