| Abstrakt: |
Enterprises are currently in a very complex environment. Increasing globalization has a significant impact on the competitive environment. Companies are forced to continually seek out sources of competitive advantage, that can make them successful in the long term.. The long-term success is closely related to the process of creating a strategy, in which the marketing have a key role. In general, a strategy is a way of achieving objectives under the certain conditions. Top management of the company deals with strategic planning, which formulates long-term, strategic goals and seeks a strategy that represents procedures and ways to achieve them. On the other hand, quality output require quality employees. Only an enterprise with a good corporate culture that is undoubtedly a source of competitive advantage, can recruit and retain employees. Within the framework of various concepts of increasing the efficiency of business activities, the company culture is currently becoming a central theme. Managers are beginning to realize that just the right leadership and also a harmonized culture in a company can be a source of competitive advantage, especially when incorporated into its strategic management. The issue of corporate culture and its capture in practice is therefore particularly important on the road to business success. Corporate culture is a phenomenon that is very complex and difficult to define, but which significantly affects the long-term success of a business. A strong corporate culture positively influences decision-making, communication, cooperation, level of cooperation, motivation, problem solving and their implementation, thus facilitating the course and implementation of management processes. The aim of the article is to point out the background of the corporate culture and its role in connection with the marketing strategy of the company. [ABSTRACT FROM AUTHOR] |
