Corporate culture refers to the beliefs and behaviors that determine how a company's employees and management interact and handle outside business transactions. Often, corporate culture is implied, not expressly defined, and develops organically over time from the cumulative traits of the people the company hires.

1. GROW
CORPORATE
CULTURE
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2. PRANAY KUMAR PELAPOLU
TE
T

3. WHAT IS CORPORATE CULTURE
Corporate culture refers to the values, behaviour and working style of a
company.
 It indicates how a company treats its employees, customers and community.
 For example, one company may give more importance to the environment than
profitability, while another one may be more concerned about increasing its
bottom line even if its operations negatively impact the environment. Similarly,
one company may want to get the most out of its employees, even at the cost of
their health and personal life, while another one may be more generous towards
its workforce.

4. 1. Although one policy or instance of behaviour does not constitute the corporate culture
by itself, it definitely indicates the culture of the company.
2. For example, a company guided by the belief of developing quality products would
never try to pass on substandard quality products to its customers, even if that
translates into higher profits.
3. Companies may define their culture through company culture statements just like they
define their mission through mission statements. However, it mostly develops
organically over a period of time from the cumulative personality and attitude of the
management and the employees it recruits.
4. External factors like local customs and traditions, national economic policy and the
industry in which the company operates may also influence the culture of a company.
Corporate culture often reflects in the dress code, office environment, recruitment policy,
client satisfaction and all other aspects of the company operations. Companies with
good corporate culture usually have higher employee retention rates, productive
employees and a motivating work environment.

5. Why is corporate culture
important?
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6.  Corporate culture is important because it influences a company's
policies, operations and working style. Following are some
reasons and examples that underline the importance of corporate
culture.
Employees often get attracted to companies with a culture they
identify with.
 Corporate culture impacts the way a company treats its
employees, which in turn impacts employee retention, turnover
and productivity.
 Corporate culture impacts the way a company deals with its
customers.
 Corporate culture can help build a strong brand identity as it
creates a certain image and perception in the minds of the
customers.
Strong corporate culture can transform employees and customers
into brand advocates.
Good corporate culture can promote a healthy team environment.

7. Elements of corporate culture
VISION
The vision of a company defines
its business objectives and
what it strives to achieve. It
indicates why the company
exists and where it sees itself in
the future
VALUES
The values of a company guide
the behaviour and approach it
takes to realise its vision. A
value statement declares the
priorities of the company and
tells you how it conducts
itself.
PRACTICES
The vision and values of a
company reflect in the
practices
PEOPLE
A company's culture exists
largely because of the people
it employs. The mindset,
attitude and behaviour of the
people working for the
company .
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8. Attributes of
corporate
culture

9. 1. IT IS SHARED
Corporate culture exists as a group phenomenon
. A single individual cannot form a corporate culture.
For example, a customer service representative may personally
want to refund the amount to the customer, but the company's policy
may not allow them to do so. Since all the employees are bound by
the company's policy and business practices, how they act in their
capacity as the company's representative is important in determining
a company's culture. Employees may learn a company's culture
either formally (e.g., through training) or unconsciously (e.g., being
influenced by coworkers' behaviour).

10. 2. It is pervasive
Corporate culture exists across several levels of the company. For
example, if a company has a customer-centric culture, its employees
across different departments are likely to look for ways to solve
customers' problems. If the customer service department is
overenthusiastic about helping the customers while the sales
department is only focused on increasing the revenue without being
concerned about the customers, it will not qualify as a customer-
centric culture.

11. 3. It is enduring
Corporate culture develops over a long period of time and guides
the company's working for a long time to come.
 A company first starts working with its mission and values.
It then recruits people to support its mission.’’
Similarly, people who share the values of the company get
attracted to it.
Thus, the culture reinforces itself and becomes stronger over time.

12. 4. It is implicit
A company may not expressly ask you to subscribe to its
culture.
However, when you join a company, you give tacit approval
to act according to its culture.
Corporate culture evolves because employees implicitly learn
from their peers and supervisors.

13. Types of corporate culture
● TEAM FIRST CULTURE
● ELITE CULTURE
● HORIZONTAL CULTURE
● CONVENTIONAL CULTURE
● PROGRESSIVE CULTURE

14. 1. Team-first culture
● In this type of culture, companies focus on building a team of people
that share the company's values and beliefs. During recruitment, the
company gives a higher priority to values than skills and experience.
As a result, the company usually has highly motivated employees who
find their work meaningful. Companies following the team-first culture
look for ways to keep their employees happy. They may organise
activities like team outings and frequently seek employee feedback.

15. 2. Elite culture
● Dynamic and rapidly growing companies often follow an elite culture.
Such companies prefer recruiting people that are talented and
confident. They expect their employees to think out of the box and go
beyond traditional boundaries. These companies are often involved in
meaningful work, such as path-breaking research or developing some
cutting-edge technology, which makes employees feel proud of their
efforts.

16. 3. Horizontal culture
● This type of culture is often found in small and mid-sized companies.
Companies with a horizontal culture keep the hierarchical levels in
their organisational structure to a bare minimum. Team members often
take up multiple roles and work in a collaborative environment. You
get the opportunity to learn several different aspects of the company's
business. You may even have a CEO actively involved in the daily
operations of the company.

17. 4. Conventional culture
● You can find this culture in traditional companies like banks and public
sector enterprises. Companies with conventional culture often have a
tall organisational structure with clearly defined roles and job titles.
The flow of authority, too, is clear. The procedures are standardised
and employees typically need to follow the commands of their
supervisors. Although it may look outdated, conventional culture may
be effective in certain industries like mining and refining, where work
procedures are well-established.

18. 5. Progressive culture
● You can find this culture in traditional companies like banks and public
sector enterprises. Companies with conventional culture often have a
tall organisational structure with clearly defined roles and job titles.
The flow of authority, too, is clear. The procedures are standardised
and employees typically need to follow the commands of their
supervisors. Although it may look outdated, conventional culture may
be effective in certain industries like mining and refining, where work
procedures are well-established.

19. 6. Market culture
● A market culture focuses on competition and growth. Companies with
this type of culture place a high priority on profitability. Each position in
the company looks to contribute to the company's bottom line. The
work environment is result-oriented rather than being focused on
personal satisfaction. You can find market culture in large companies
that aim to be or are already industry leaders

20. GROW
ANY DOUBTS >
CORPORATE
CULTURE
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21. MENTOR
PREPARED BY : PRANAY KUMAR PELAPOLU
GAYATRI MAMIDIPALLY
THANKING YOU