ANTHROPOLOGY OF CORPORATE CULTURE AS A MANIFESTATION OF SUSTAINABLE COMPETITIVE ADVANTAGE DURING THE WAR

Abstract

Corporate culture is an indicator of enterprise sustainability. It cannot be universal, because to build a strong corporate culture, it is necessary to create a unique environment that the company's staff supports and shares with management. But the conditions for the formation of such a culture during the war are complicated, therefore, by creating a unified system of norms and rules, forming common values in the work of employees of various departments, it is possible to preserve the corporate spirit of the enterprise.

The intensification of the development of world markets leads to the intensification of competition, which is characterized by the struggle for the consumer. changing and increasing requirements for product quality, careful study of consumer preferences and the formation of competitive advantages force modern enterprises to revise their management strategy, including corporate culture, in order to achieve higher efficiency and compliance with modern requirements. Therefore, the transformation of corporate culture is a necessary condition for successful adaptation to today's challenges. Corporate culture is the organization's values, ethics, vision, behavior and work environment; this is what makes her unique. And it affects everything from image to employee engagement and retention. Elements of corporate culture include the organization's physical environment, human resource management practices, and staff work habits. The article analyzes the main problems of the formation of the corporate culture of the enterprise in the conditions of war, identifies the characteristic features of the corporate culture and its role in determining the priorities of strategic management in order to ensure the competitive advantages of the enterprise.