THE ROLE OF THE LEADER IN THE FORMATION OF CORPORATE CULTURE OF THE ENTERPRISE

Abstract

Relevance: the role of leadership in shaping the corporate culture of an enterprise is crucial for the success and sustainable development of the organization. Purpose: the article aims to determine the importance of leadership qualities in the process of formation and development of corporate culture of enterprises. Research methods: to achieve this goal, the article uses a methodology that includes analytical review, categorization and integration of data from various sources to better understand the relationship between leadership and corporate culture, which allowed to identify effective approaches to cultivating corporate values. The study found that leaders play a key role in shaping corporate culture through their personal and professional qualities, ability to motivate and unite the team, and ability to implement corporate values in the company's daily operations. Various approaches to management, from strict control to open participation, have a significant impact on the formation of corporate culture, which requires leaders to be flexible in choosing their leadership style based on the needs of the business and its strategic vision. The effectiveness and productivity of corporate culture depend on the ability of leaders to demonstrate diverse qualities that include not only professionalism and personal characteristics, but also social responsibility, value orientations and strategic marketing thinking. Such qualities contribute not only to effective management and team spirit, but also to creating an atmosphere conducive to innovation and longterm development. Corporate culture is a key factor that affects all areas of an organization's life, with people at the center of this process with their relationships, respect and personal growth, which is the basis for creating an effective work environment. Practical significance: the results of the study can be used by managers to formulate an effective strategy for the development of corporate culture.