THE IMPACT OF CORPORATE CULTURE ON THE COMPANY'S BRAND: FORMATION AND MANAGEMENT STRATEGIES IN THE CONTEXT OF INTERNATIONAL BUSINESS

Abstract

In this article, approaches to the concept of "corporate culture" by various authors were considered, the importance of corporate culture for the company's brand in international business conditions was revealed, the problems faced by companies in the international market were identified, as well as the importance of a sustainable corporate culture in their solution. Corporate culture can become one of the tools for positioning an enterprise with a strong brand in the global market.