Kiril Dimitrov
Abstract: The current article outlines some key and emerging nuances in the meaning of the term “purpose” that may be effectively used by senior managers of real estate companies in Bulgaria as a useful element in the designed specific structure and content of the proclaimed organizational culture. The organizational purpose is also described by means of disclosing its relationships with other close constructs within the wholeness of the system elements of the professed firm culture. A new, contemporary definition of the construct “purpose” is grounded. Recommendations are proposed to the managers of how to apply smartly the purpose as a part of their “first step” in the sphere of their strategic management endeavors for the business organization.
Key words: organizational culture; corporate culture; proclaimed organizational culture; professed firm culture; strategic management; purpose
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