CORPORATE CULTURE OF ENTERPRISES IN THE CONDITIONS OF MODERN CHALLENGES: A CONCEPTUAL MODEL OF TRANSFORMATION AND IMPACT ON PERFORMANCE RESULTS

Abstract

The article examines the transformational dynamics of corporate culture in the face of modern challenges. Corporate culture is substantiated from the perspective of integrating three classical theoretical approaches: institutional, behavioral, and human capital theory. The essence, structural elements, and functions of corporate culture are determined. The directions of corporate culture transformation are substantiated: transition from hierarchy to flexibility, transition from formal paternalism to partnership, institutionalization of social responsibility, digitalization of corporate interaction, and formation of a culture of sustainability. It is proven that corporate culture, formed taking into account modern requirements, reduces behavioral risks, ensures coordination, increases the efficiency of human capital, and forms the long-term stability of enterprises. Thus, it moves from the category of “soft” factors to the plane of strategic management and formation of economic security, becoming an economic resource of strategic security of enterprises. A conceptual model of corporate culture transformation of enterprises is proposed, which demonstrates the cause-and-effect relationships between external determinants, internal organizational changes and socio-economic effects (increasing flexibility and adaptability, reducing transaction costs, increasing motivation, reducing staff turnover, increasing labor productivity, increasing reputational capital, increasing investment attractiveness, increasing long-term competitiveness of enterprises). The practical significance of the developed conceptual model lies in the possibility of its application for strategic management of enterprises, assessing the level of organizational stability and increasing the efficiency of human capital use. The results of the study can be used as a methodological basis for further empirical research in the field of corporate culture and personnel management.