The term “corporate culture” has become widely accepted in mainstream business. Almost every executive pays as much attention to a company's corporate culture as strategy in developing a business plan. Some experts offered the idea that there is a possibility, under-emphasized in leadership research, that the only thing of real importance that leaders do is to create and manage culture and that the unique talent of leaders is to work with culture. Other authors offered solid quantitative evidence to demonstrate that companies with strong cultures outperform those with average performance by a massive margin. Corporate culture has come of age in the last fifty ears.
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