Path To Future

An ethical, authentic, and creative work culture is a high-performing one.

- Dr Saumya Sindhwani

An organisation is a group of people working together for a common purpose. Corporate culture may be visualised as a dynamic mix of its purpose, shared values of its team members, nature of work, and the creative use of technologies to create as well as deliver products and services to customers. It is also influenced by the external environment in which it operates.

In the present context, ‘ethics’ in an organisation is not about analytical philosophy, corporate social responsibility, or whistle blowing. It is about how generally accepted human behaviour and values help in enhancing the organisational purpose.

In the prevailing digital technology-driven ecosystem, besides empowering customers, ubiquitous technologies are changing our ways of working and lifestyles. This, in turn, is directly impacting the competitive position and sustainability of business units, their cash flows, and work culture.

New reality

Globalisation and digital technologies are impacting different industries in different ways, and many firms are facing a tsunami of digital disruptions with fuzzy future scenarios.

Each business unit has a unique context, knowledge base, and skill mix, and each firm faces a different competitive challenge in the traditional as well as digital business arenas. Some of the other challenges include:

Enhanced dynamics and multifaceted local-global diversity in business arenas

Increasing pace of multi-dimensional changes within the organisation as well as in the external ecosystem

Emergence of two distinct business ecosystems—the physical world and cyberspace

Mobile-, technology-, and information-empowered customers with anytime, anywhere as well as new shopping options

Emergence of ‘information paradox’— increasing flow of information with decreasing credibility—and its impact on corporate communication, customer relations, and brands