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THEEVOLUTIONOFTHECULTUREOFENTERPRISEABSTRACTATTHETOPECHELONSOFCONTEMPORARYBUSINESS,MANAGERSAREBECOMINGCONCERNEDWITHTHEUNSUSTAINABILITYOFTHEWAYCOMPANIESNOWOPERATEATRANSFORMATIONOFBASICBUSINESSSTRATEGIESAPPEARSMOREANDMOREINDICATEDFORSUCHTRANSFORMATIONTOBEEFFECTIVE,THECULTUREOFTHEENTERPRISETHEGOALSITPURSUESANDTHEVISIONOFTHESEGOALSENTERTAINEDBYMANAGERSANDCOLLABORATORSNEEDSTOCHANGECONSEQUENTLYTHEREISAGROWINGQUESTIONINGOFTHEVIABILITYOFTHETYPICALCULTUREOFTODAYSENTERPRISE,ANDASEARCHFORMOREFUNCTIONALANDTIMELYCONCEPTSFORCREATINGANEWANDMORETIMELYCULTURALPATTERNTHELEADINGEDGEOFTHEGLOBALLYOPERATINGWORLDOFBUSINESSISBECOMINGKEENLYCONCERNEDWITHCHANGESINTODAYSSOCIAL,ECONOMIC,ANDECOLOGICENVIRONMENTATTHETOPECHELONSOFMANAGEMENTANINTENSESEARCHISUNDERWAYFORUPTODATEMODESOFTHINKINGANDACTINGITCOMESTOTHEFOREINTHEEMPHASISMANAGERSPLACEONCORPORATESTRATEGY,CORPORATEIDENTITY,CORPORATEPHILOSOPHY,EVENCORPORATEETHICSANORGANIZATIONALREVOLUTIONISUNDERWAY,ASMANAGERSSEEKTOCOMMUNICATETHEIRVISIONWITHTHEIRCOLLABORATORSTHEIMPORTANCEOFCOMMUNICATIONAMONGALLBRANCHESANDLEVELSOFTHEENTERPRISEISBECOMINGRECOGNIZEDITISALSORECOGNIZEDTHATTHECOMPANYCANONLYFUNCTIONWHENPEOPLEUNDERSTANDWHATGOALSMANAGEMENTPURSUES,ANDWHATTHEIROWNROLEISINTHEACHIEVEMENTOFTHEGOALSENTERPRISECULTURETHEONGOINGTRANSFORMATIONOFTHEENTERPRISECULTUREISAPOSITIVEFACTORINOURCHANGINGANDUNPREDICTABLEWORLDITMEANSTHATCOMPANIESAREBECOMINGMORESENSITIVETOTHECHANGESTHATOBTAININTHEIRENVIRONMENT,ANDMOREREADYTORESPONDTOTHEMTHENEWEMPHASISONMANAGEMENTANDCOMPANYETHICSALSOSUGGESTSTHATBUSINESSESAREWILLINGTOASSUMETHERESPONSIBILITYTHATGOESWITHTHEIRLARGERROLEINSOCIETYGLOBALENTERPRISESWIELDUNPRECEDENTEDPOWERANDINFLUENCE,ANDTHETRANSFORMATIONOFTHEIRCULTUREWILLBEACRITICALFACTORINDECIDINGTHEEVOLUTIONOFOURINTERDEPENDENTSOCIOECONOMICANDECOLOGICSYSTEMSANDTHEREWITHOURINDIVIDUALANDCOLLECTFUTURETHETRANSFORMATIONOFTHEENTERPRISECULTUREISTIMELYTHECOMPANYCULTUREDOMINANTFORMOSTOFTHISCENTURYBECAMEOBSOLETEITFOCUSEDONTHEWORKINGSOFTHEENTERPRISEWITHOUTMUCHREGARDFORITSSOCIALANDECOLOGICENVIRONMENTITOPERATEDONTHEPREMISETHATTHEBUSINESSOFBUSINESSISBUSINESSIFITCOMESUPWITHGOODPRODUCTSORSERVICES,ITFULFILLSALLITSOBLIGATIONSVISAVISSOCIETYANDNATURETHESELFCENTEREDMETHODSOFTHETRADITIONALMANAGEMENTPHILOSOPHYNOLONGERPRODUCEACCEPTABLERESULTSTHEYARELIKECONCENTRATINGALLONESSKILLSONFLYINGANAIRPLANEANDPAYINGSCANTATTENTIONTOTHEAIRSPACEINWHICHONEISFLYINGTHECAPTAINSOFCONTEMPORARYBUSINESSCANNOTBESOLELYCONCERNEDWITHTHEINTERNALFUNCTIONINGOFTHEIRAIRCRAFTTHEYMUSTALSOSETACOURSEINREFERENCETOCLIMATICCONDITIONS,CURRENTPOSITIONANDPROJECTEDDESTINATION,ANDTHETRAFFICONTHENETWORKOFROUTESCRISSCROSSINGTHEGLOBETHATTRAFFICISDIVERSIFIEDANDCOMPLEXITINCLUDES,INADDITIONTOCUSTOMERS,SUPPLIERS,DISTRIBUTORS,RINDIVIDUALCREATIVITYANDINITIATIVEWEREDISMISSEDASUNNECESSARYNUISANCEPOWERWASCONCENTRATED,TOGETHERWITHRESPONSIBILITYANDOVERVIEWMIDDLEMANAGEMENTHADACCESSONLYTOTHEINFORMATIONTHATWASIMMEDIATELYRELEVANTTOITSTASKSFOLLOWINGTHERECIPESPRESCRIBEDINFREDERICKTAYLORS“SCIENTIFICMANAGEMENT“,THEDISTRIBUTIONOFTASKSWASESTABLISHEDATHEADQUARTERSANDTHECOMPANYSFUNCTIONSWEREDIVIDEDINTOINDIVIDUALWORKCOMPONENTSPLANNINGWASBASEDONABELIEFINCONTROLANDPREDICTABILITY,EFFECTSWERETRACEDTOCAUSES,ANDCAUSESWEREQUANTITATIVELYANALYZEDCOMPANYOPERATIONSBASEDONCAUSEEFFECTCHAINSWEREGIVENVALUEINDEPENDENTOFTIMEANDPLACEASINAMACHINE,ITWASHELDTHATTHESAMEINPUTWOULDALWAYSPRODUCETHESAMEOUTPUTTHISWASTHEPHILOSOPHYOFTHELEADINGCOMPANIESOFTHE20THCENTURYTHEMODELFORSUCCESSATGENERALMOTORSANDSTANDARDOIL,ANDTHERESTOFTHEFORTUNE500GROUPTHEECONOMICGROWTHENVIRONMENTOFTHEPOSTWARPERIODDIDNOTPROVIDEGROUNDSTOMODIFY,OREVENQUESTION,THISPHILOSOPHYALMOSTANYTHINGANENTERPRISINGMANAGERWOULDTRYHADAKNACKOFSUCCEEDINGHECOULDEVENENGAGEINPERSONALBRAVADOTECHNOLOGICALPROGRESSSEEMEDASSURED,ANDEXPANDINGMARKETSSEEMEDTODISTRIBUTETHEBENEFITSOFGROWTHTHEPOSTWARECONOMYWELCOMEDALLENTREPRENEURSTHEYCOULDGROWASTHEECONOMYDIDLONGTERMCOSTS,IFANY,WEREHIDDENINTHELONGTERMINTHATREGARDBUSINESSMENWEREFONDOFQUOTINGKEYNESINTHELONGTERMWESHALLALLBEDEADIFTHINGSGETBETTERANDBETTER,WHYBOTHERTOLOOKFURTHERTHANONESNOSETHEREWASNONEEDTOWORRYWHETHERORNOTTHEREWOULDBEPROGRESS,ITWASENOUGHTOGUESSWHATSHAPEITWOULDTAKE,ANDHOWTHECOMPANYCOULDBENEFITFROMITINTHE1970SAND80STHESITUATIONHADCHANGEDTHEECONOMICGROWTHCURVEFLATTENEDOUTANDOPTIMISTICEXTRAPOLATIONSFAILEDTOCOMETRUESOCIALALIENATIONANDANOMIEROSE,ANDTECHNOLOGYPRODUCEDUNEXPECTEDSIDEEFFECTSSCARESANDCATASTROPHESATTHREEMILEISLAND,BHOPAL,ANDCHERNOBYL,THEOZONEHOLEOVERTHEANTARCTIC,RECURRENTINSTANCESOFACIDRAINANDOILSPILL,ANDWORSENINGENVIRONMENTALPOLLUTIONINCITIESANDONLANDBELIEFINPROGRESSWASSHAKENINTELLECTUALSANDYOUTHGROUPSFOUNDITNECESSARY,ANDSOMESEGMENTSOFSOCIETYFASHIONABLE,TOESPOUSETHEVIEWTHATTECHNOLOGICALADVANCEISDANGEROUSANDSHOULDBEHALTEDENVIRONMENTALEFFECTSANDSOCIALVALUECHANGEBEGANTOENTERASFACTORSINTHEEQUATIONSOFCORPORATESUCCESS,ANDLEADINGMANAGERS,TOGETHERWITHCONSULTANTSANDMANAGEMENTTHEORISTS,BEGANTOREEXAMINETHEIROPERATIVEASSUMPTIONSBYTHELATE1980SFURTHERCHANGESOCCURREDINTHEOPERATINGENVIRONMENTENVIRONMENTALCONCERNSMOVEDFROMTHEFRINGESOFSOCIETYINTOTHEMARKETPLAC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