СУЧАСНІ ТЕНДЕНЦІЇ РОЗВИТКУ КОРПОРАТИВНОЇ КУЛЬТУРИ ПІДПРИЄМСТВ В БАЛТІЙСЬКОМУ РЕГІОНІ

Abstract

In the present day, various global crisis phenomena directly affect the functioning and development of an enterprise, and especially the state of its corporate culture. The COVID-19 pandemic has had an impact on corporate culture in many ways. One of the challenges for businesses has been the transition to remote work or the inability to make such a transition, a sharp increase in the number of layoffs and economic recession in many industries. The pandemic has shown that companies need to be ready to quickly adapt to change. This has led to an increase in the importance of flexibility and adaptability in corporate culture. Companies have come to value employees who can quickly learn new things and adapt to new conditions. There has also been an increase in the importance of collaboration and teamwork. Companies have come to value employees who can effectively collaborate in teams. For the achievement of the set goal, various research methods were used, such as comparative analysis, systems approach, structural analysis, factor analysis, synthesis method, formalization, structural-logical generalization. The purpose of this research is to investigate the features of the formation of corporate culture in the Baltic region, identify problems and their solutions. The research found that COVID-19 has had a significant impact on corporate culture in the Baltic region. The pandemic has forced companies to adapt to new working conditions, such as remote work. This has led to changes in communication, collaboration, and employee engagement. During the research, common and distinctive features of corporate culture in the Baltic countries were established, as well as the main problems of corporate culture development in the region were identified. The research on the development of corporate culture in the Baltic countries revealed a number of important problems, such as the heterogeneity of approaches to corporate culture, the influence of national cultural characteristics and historical factors. To solve these problems, it is recommended to implement comprehensive strategies aimed at eliminating discrepancies, raising awareness of the importance of corporate culture among staff, and introducing innovative management methods, thus contributing to the creation of a favorable environment for improving the efficiency of enterprises in the region.