Corporate Culture in the Formation of the Value and Information Space of the City and the Company

Abstract

Rulers and citizens have been engaged in the formation of the popularity of the territory since ancient times. Everyone was well aware of the unique healing springs, mud hospitals, resorts, temples and monasteries, trading cities to which tourists, merchants, and pilgrims aspired. In fact, these were the first territorial brands that bring territories and the population living on them a good income and distinguish them from a number of other territories. The formation of cultural brands of territories is associated with a unique advantage of the territory or a unique craft. Today, the corporate culture of those companies that conduct their activities can serve as an additional potential for a territorial brand.The purpose of the article is to analyze the possibilities of the corporate culture of the organization in the development and formation of the brand of the territory through the influence on the worldview of employees living in this territory. As part of the research, we used methods of content analysis of mass media, content analysis of documents on Eurochem’s corporate culture, analysis of sources defining the conceptual field of the city’s brand formation.As a result, we described the possibilities of corporate culture in the formation of the brand of the territory, the inclusion of the values of corporate culture in the territorial brand and the worldview of the residents of the city.Today, corporate culture means a system of material and spiritual values, norms of behavior and interaction inherent in this organization, reflecting its individuality. But the culture of the country is also a system in which there are material and spiritual values, norms of behavior and interaction. Corporate culture, in order to contribute to the development of culture in the country, should be of value to its inhabitants, serve the purpose of human preservation and be a protective mechanism.As a result, we have recorded that recently corporate values differ from those that exist in this territory, national customs and cultural traditions are not taken into account at all by multinational companies. At the same time, an employee of the company, being a citizen of the state, is brought up in the axiological space not of the company, but of the state. The norms of the law of the national State are applicable to it. We have considered the possibility to talk about the ideology of corporate culture as a whole, as part of the culture of the state, corporate culture as one of the forms of manifestation of the culture of society.

Keywords

• brand of the territory
• image
• corporate culture
• employees’ worldview
• eurochem
• brand culture
• intercultural exchange