Ways to Adapt the Corporate Culture of Global FMCG Companies in Subsidiaries in Russia

The work is devoted to the study of ways of adaptation the corporate culture of global FMCG companies in subsidiaries in Russia. The purpose of this study is to identify ways of adaptation the corporate culture of global FMCG companies in subsidiaries in Russia. A pool of tasks was allocated, which were solved in the course of work: * To study the theoretical basis of corporate culture (concept, typologies, functions, ways of adaptation in global companies); * To determine what factors influence the adaptation of the corporate culture of global FMCG companies in subsidiaries in Russia; * To identify the attitude of employees of Russian representative offices of global FMCG companies to the corporate culture; * To identify what measures are being taken to adapt the corporate culture of global FMCG companies in subsidiaries in Russia; * To determine the effectiveness of adapting the corporate culture of global FMCG companies in subsidiaries in Russia. Corporate culture is one of the most important factors for the successful functioning of any organization, especially it is important for global companies, where it serves as a connecting element of the head office and subsidiaries that are located in other countries with their own national characteristics, traditions, and legislation. Therefore, this work is practically significant, since global companies must be able to adapt their corporate culture, otherwise, conflict situations may arise between the head office and the subsidiary due to the non-alignment of national and corporate values. The study was conducted in two stages: Stage 1: interview. The sample included HR specialists from Russian representative offices of global FMCG companies (Unilever, Mars, BAT). This stage was necessary to determine how to adapt the corporate culture of global FMCG companies in subsidiaries in Russia. Stage 2: quantitative survey. The study sample included employees of Russian representative offices of global FMCG companies. (Unilever, Mars, BAT) The survey was designed to assess the effectiveness of adapting the corporate culture of global FMCG companies in subsidiaries in Russia. The key ways to adapt the companies studied were: holding special events, meetings with representatives of the head office; various competitions for knowledge of the corporate culture, personal meetings with colleagues and managers; maintaining external and internal social networks, where information about the corporate culture is provided, hiring employees who share the corporate values of the company. These methods have shown high efficiency. The final stage of the study was the writing of additional recommendations for global FMCG companies.