Роль корпоративной культуры в формировании международного имиджа компании (на примере компании Google)

Since globalization is a major phenomenon that plays a prominent part in the formation of the most highly reputable companies, it is self-evident that a huge number of them strive for holding leading positions in pursuit of customers, investors, partners, alliances, etc. There is a myriad of ways to achieve these goals, but one of the most fundamental is through corporate culture. Corporate culture is a shared notion, a connecting-link between company’s instrumental and terminal values, beliefs, traditions and network in terms of communication. Meticulously planned organizational culture and application of its philosophy can lead to a greater contribution to the efficiency of production and thus, reshape brand’s public perception and relationships between producers and consumers. Google Inc. is a famous global company that has made every endeavor to acquire engineering proficiency, to set and maintain their organizational culture and to elaborate strategies for winning hearts and minds of millions of people across the globe. The purpose of the study is to showcase the fundamentals of corporate culture, to analyze the correlation between corporate culture and international image of a company as well as to dissect approaches undertaken by Google for further implementation in various aspects of business. However well-organized such systems may be, there are certain impediments that prevent companies from achieving their goals, and hence they will be described minutely and delved.