INTRODUCTION
With so much competition in a globalized world, companies need to differentiate themselves in more
ways than one. Having such distinct differences allows companies to thrive and sustain a competitive
advantage, especially during recessionary times with so much uncertainty glooming over the economy.
This is not to say that nothing can remain of certainty. A major source ofcompetitive advantage and
something so deeply rooted is the shared set of values, principles, and beliefs imbeIDed into a company
and by which it operates with in-mind everyday. The identity by which a company is recognized can
remain of certainty and can serve as a means todifferentiate ones products and services from
competitors. Corporate culture is a phenomenon which cannot easily be defined. Because it is difficult to
define, it also cannot be easily replicated. And because it cannot be easily defined nor replicated,
companies who are able to create a strong and positive corporate culture have had the ability to
differentiate themselves from competitors with great success. Developing corporate culture within a
company has been increasingly important.
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