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Convergence of Individual and Organizational Elements in an Inclusive Enterprise Culture: The Innovative and Marketing Approaches
Fedotova I. V., Nechepurenko P. S., Shvedchykova A. O.

Fedotova, Iryna V., Nechepurenko, Pavlo S., and Shvedchykova, Alina O. (2024) “Convergence of Individual and Organizational Elements in an Inclusive Enterprise Culture: The Innovative and Marketing Approaches.” Business Inform 11:349–363.
https://doi.org/10.32983/2222-4459-2024-11-349-363

Section: Management and Marketing

Article is written in Ukrainian
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UDC 658.8:316.7

Abstract:
In today’s business environment, enterprises face demands to support diversity and inclusion, which requires a comprehensive approach to the convergence of individual and organizational elements in corporate culture. The diversity of staff with different experiences, cultural and social characteristics creates new challenges for enterprises, in particular in the aspect of ensuring the unity of the corporate culture, which corresponds to the individual values of employees and at the same time supports the strategic interests of the organization. The main aim of this study is to identify ways of convergence of individual and organizational elements of the inclusive corporate culture of the enterprise through the use of innovative approaches and marketing aspects that contribute to strengthening the integration of these elements into the overall culture of the organization. The study identifies and systematizes the factors that influence the formation of an inclusive corporate culture, focusing on individually-oriented and organizationally-oriented components. The proposed systematization helps enterprises better understand how different elements can interact, creating a more integrated and inclusive work environment. The article allocates three main levels of corporate culture: individual, collective (team), and organizational. Each of these levels is characterized by its specific elements and aspects that play a significant role in building an inclusive environment. The individual level includes the personal values and attitudes of employees, the collective level is focused on team interaction and cooperation, and the organization-wide level covers policies and practices that contribute to the formation of a single inclusive strategy at the organizational level. Convergence between these levels allows you to build a more harmonious and integrated corporate culture, which not only meets the needs of individual employees, but also contributes to the achievement of the overall goals of the enterprise. The innovative approach proposed in the study emphasizes the importance of an inclusive culture not only as a means of increasing social responsibility, but also as a strategic marketing tool that can help an enterprise attract and retain talented employees, as well as form a positive image among customers and partners. Applying marketing aspects to evaluate an inclusive culture allows organizations to position themselves more efficiently in the market, creating additional value for the brand and increasing its attractiveness.

Keywords: inclusion, corporate culture, convergence, innovative approach, marketing aspect, integration, staff.

Fig.: 2. Bibl.: 23.

Fedotova Iryna V. – Doctor of Sciences (Economics), Professor, Professor, Department of Management, Kharkiv National Automobile and Highway University (25 Yaroslava Mudroho Str., Kharkіv, 61002, Ukraine)
Email: [email protected]
Nechepurenko Pavlo S. – Applicant, Kharkiv National Automobile and Highway University (25 Yaroslava Mudroho Str., Kharkіv, 61002, Ukraine)
Email: [email protected]
Shvedchykova Alina O. – Bachelor, Kharkiv National Automobile and Highway University (25 Yaroslava Mudroho Str., Kharkіv, 61002, Ukraine)
Email: [email protected]

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