The adaptation of corporate values to employees under auspi̇ces of corporate culture management: A case study in a pharmaceutical company

It is very important that corporations should create and protect a culture in the process of becoming a corporate brand. All corporations and brands have their own identity, personality and thus a corporate culture. Common beliefs and values creates the basis of this culture. The way of transferring values to both internal and external stakeholders is called corporate communication. In the first part of this study, culture and corporate culture concepts are examined. In the second part, corporate culture management, corporate brand, corporate communication and corporate values concepts are explained and finally in the third part, a survey aiming to examine how employees of an international pharmacy company embrace the corporate's values is discussed. The purpose of the study is to investigate the employee attitudes towards the corporate values, the effectiveness of corporate communication tools that are used transferring the corporate values to employees; and the employee attitudes towards the contribution of corporate values to the corporate itself.