The concept of culture is particularly important when attempting to manage organization-wide change. Practitioners are coming to realize that, despite the best-laid plans, organizational change must include not only changing structures and processes, but also changing the corporate culture as well. (www.carla.umn.edu/culture.html) accessed 10th March 2008. An effective organizational culture aligns with the business strategy to ensure that the company meets its long-term goals, writes Vinita Gupta. Corporate culture has a major impact on employee morale and productivity. It is not about just being a good employer, but about having employees committed to the vision and the strategy of the organization, and possessing the will and the means to make these a reality. Creating and sustaining a healthy, vibrant culture requires reinforcement of the culture through daily and proactive conversations and communications. The failure to discuss the values, purpose, and rules within a group often leads to a culture that is at cross purposes with the stated intention of the group. Poor commun......

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