If corporate culture is quite present in the messages and the practices of the companies, it is sometimes quite difficult to identify and to understand because it is invisible or imperceptible. Illustrated through signs, words, symbols or acts, it deserves all the attention of the actors in the field of sale and customer relationship.

This learning unit has the aim of providing the essential references on this topic of the culture of company which also appears under the term of organisational culture or corporate culture.

We will initially approach the origins, the definitions and the objectives which hide behind corporate culture. We will then try to develop a better understanding of the ways to diagnose and to identify a culture of company.

Then, we will see that if corporate culture has essential functions, it can also become an instrument of management as useful as frightening! For the actors of the business/sales function, the development of knowledge and competences around the filed of corporate culture constitutes an essential dimension of their action and will contribute to their success.

• Administrator: Sylvie Debaty
• Administrator: Frédérique Pedreno
• Administrator: Cécile Rébillard
• Administrator: Admin User
• Administrator: Eric Villard