Formation of an Adaptive Corporate Culture Management Mechanism for Enterprises on the Basis of Marketing Approaches

The aim of the article is to develop and substantiate a mechanism for adaptive management of corporate culture in enterprises based on marketing approaches to ensure the resilience of changes and improve the efficiency of management processes. Analyzing, systematizing, and generalizing scientific approaches to corporate culture management, the article examines the key stages of adaptive corporate culture management: analysis of the existing corporate culture, identification of target segments, development of a change strategy, communication and implementation of changes, as well as continuous monitoring and adjustment of the strategy. The mechanism involves a flexible combination of these stages, allowing for prompt responses to internal and external challenges. The main aim of this mechanism is to create an effective tool for transforming corporate culture, which contributes to increasing staff motivation, strengthening organizational identity, and forming unified corporate values. It is proved that staff motivation, effective communication, and a feedback system are the main factors for the successful implementation of adaptive corporate culture management. The necessity of using marketing tools to consider the needs of staff and to form an appropriate motivation system that contributes to reducing resistance to change is substantiated. As a result of the research, a mechanism for adaptive corporate culture management has been developed, combining marketing approaches with modern management technologies, ensuring the integration of changes into the enterprise’s activities. The proposed approach promotes the formation of a flexible and resilient corporate culture, increasing employee engagement and the efficiency of organizational processes. The significance of monitoring and evaluating results as tools for adjusting change strategies and ensuring their long-term effectiveness is revealed. The impact of adaptive corporate culture management on enhancing the competitiveness of the enterprise is determined. It is concluded that a comprehensive approach to corporate culture management allows for the creation of a favorable environment for development of staff and ensures the enterprise’s resilience in a dynamic market environment.