The contemporary business environment is characterized by the growing complexity of the organizational culture and human relationships within the organization. In this respect, it is possible to speak about certain evaluation of basic human values which gave in to the pragmatism of the modern era. The modern business and organizational culture are affected dramatically by the dominance of material values which annihilate the significance of an individual within the organization. In such a situation, it is even possible to speak about the transformation of modern corporations from organizations where people were the major value into organizations where people become tools of the achievement of positive marketing results. As a result, corporations pursue their own objectives, regardless of interests and needs of individuals working within these organizations and, what is more important, modern corporations ignore vitally problems, including the problem of the environmental protection, which is crucial for the survival of the mankind. Hence, it is necessary to focus on the change of the traditional corporate character and develop a system which could meet the interests of both corporations and employees.
First of all, it is important to underline the fact that modern companies play an extremely important role in the life of the modern society.
In fact, unlike organizations of the past, modern companies perform social functions or, at least, they are supposed to do it. Their impact has increased consistently as multinational corporations emerged and became major players on the international arena. In such a situation, governments cannot always control large multinational corporations, instead, they attempt to rely some of their functions on large corporations. Therefore, modern corporations bear a significant social responsibility because they employ a large number of people.
In such a way, many people rely on the stability of large companies, but, as in any other organization, people working in large corporations need to feel comfortable to work effectively.
In this respect, the interests of companies and employees meet because the high effectiveness and productivity of work of employees increases revenues of both companies and employees. On the other hand, this is exactly where the challenge to modern business arises since companies need to optimize the work of their employee, create the organizational culture which could be favorable for the development of the positive interpersonal relations within the organization.
In such a context, it is possible to refer to the Boulding’s system which offers a multiple approach to the formation of an effective organizational performance. First of all, it is necessary to focus on the integration of all the personnel working within the organization.
What is meant here is the fact that people working within the organization should feel their unity. The unity of employees should be based on their ideological unity. In other words, they should have one vision of the development of their organization and they should clearly understand their own role and functions within the organization, which they have to perform perfectly in order to achieve positive results and meet strategic goals of the organization.
On the other hand, the unification of the personnel is not always possible and, what is more, it is impossible to stimulate permanently to improve the organizational performance through shaping some common ideas and values shared by all employees within the organization.
Sometimes, it is possible to use threats which can be even more effective stimuli to work effectively and productively. For instance, it is very difficult to maintain the stability within the organization which undergoes a structural change or when the organization faces financial problem. In such a critical situation, employees can be distorted in their expectations and vision of the future of the organization.
Therefore, modern companies can apply strict laws and regulations to direct the work of employees. In other words, employees have a set of functions they need to perform. Otherwise, they should leave the company in order to preserve the organization discipline and unity.
Finally, modern companies need to focus on the motivation of employees because it is probably the most effective way to develop a positive organization culture and maintain a highly effective organizational performance. In actuality, it is possible to use different motivational strategies, but it is important to underline that motivation should be diverse. To put it more precisely, along with some financial stimuli, it is necessary to keep employees motivated through the moral support and encouragement which they receive from the administration of the organization.
At the same time, modern companies should be socially responsible because they are socially important organizations which produce a significant impact on the life of people. In this respect, environmental protection is a very serious challenge to modern companies because many companies fail to conduct environmentally friendly policies. In response, the public pressure can undermine the position of a company in the market. For instance, it is impossible to ignore the problem of the climate change anymore (Gore) that means that companies need to use alternative sources of energy and minimize their negative impact on the environment.
Thus, modern business should focus on the development of a positive organizational culture and develop socially responsible policies.