Organizational Culture Management and Transfer (Case Study of an International Retail Company Present on the Czech Market)

This paper deals with the problems of organizational culture management and transfer. Current theoretical concepts of organizational culture are discussed in the first part, so that they can be used in the application part. The second part of the article is based on the results of a case study of an international retail company currently present on the Czech market. Primary qualitative research has been carried out as part of the case study in order to analyze several aspects of the organizational culture of the respective company and try to answer questions such as how the organizational culture is formulated, managed and transferred from the home to the host country and how it is perceived by employees, mainly front line employees. A discussion about the specific retail macro culture is performed over the example of the examined company. Even if the results of this case study cannot be generalized, they can serve as a continuation of the research work already performed by Elke Pioch and thus this case study can be compared to similar studies carried out in other retail markets such as in the UK and Germany.