COMPETITIVENESS, GROWTH AND CHANGE PROCESS IN THE PERSPECTIVE OF THE ORGANIZATIONAL CULTURE

The purpose of this paper is to identify the organizational culture influence on the relations among competitiveness, growth and the change process. Competitiveness can be achieved based on different production factors, various assets, both tangible and intangible, as well as dominant positions generated naturally or artificially. An asset to be taken into account that generates competitiveness is organizational culture, whose own intangibility gives the company an inimitable factor, able to mutate, change and give the internal process of any organization a high degree of dynamics. We address the issue of organizational culture to be aware of its scope from the perspective of its evolution and the competitiveness it generates. The launching of any business initiative demands from the owners an interpretation of their vision of the future of the project they wish to implement. Years later, this interpretation may be articulated explicitly detailing, in a tacit form, the set of values and beliefs that underpin the company. Thus, organizational culture has, as its main goal, to bring together the people's main intentions, while it generates its own dynamics, evolves and develops; it becomes enriched, but also questioned, especially when the answers provided by the company are ineffective in meeting the requirements of the environment and his possibility to adapt and grow.