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To use it as a competitive advantage, organizations should cultivate an environment that defines expectations for employees. In addition, companies consistently should deliver messages about how employees are expected to contribute to the culture and how their contributions help support the achievement of organizational goals.
Crafting the right messages to help internal and external constituents understand the organization's culture is one of the first steps to use corporate culture as a competitive advantage. Organizations that clearly define themselves and what they expect from those inside the organization are the ones that excel in using corporate culture to their advantage...
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