CREATING A SUSTAINABLE CORPORATE CULTURE IN THE CONTEXT OF GREEN AND DIGITAL ECONOMY

Abstract

The purpose of this paper is to explore the strategies for creating a sustainable corporate culture in the context of the green and digital economy. In today's business landscape, characterised by a growing emphasis on environmental responsibility and technological innovation, organisations are faced with the challenge of aligning their corporate cultures with these emerging paradigms. This study uses a mixed-methods approach, combining qualitative analysis of case studies with quantitative examination of organisational practices, to investigate effective strategies for fostering a sustainable corporate culture amidst the challenges and opportunities presented by the green and digital economy. Methodology. The research methodology includes a comprehensive review of the literature on corporate culture, sustainability and digitalisation, supplemented by analysis of data collected from case studies of organisations operating in different industries. Qualitative data from interviews with key stakeholders and observations of organisational practices are complemented by quantitative analysis of survey responses and performance metrics. Results. The findings highlight several key strategies for creating a sustainable corporate culture in the context of the green and digital economy. These include: leadership commitment to sustainability and innovation; integration of green practices into organisational policies and procedures; employee engagement and empowerment through training and development programmes; use of digital technologies to improve communication, collaboration and productivity; and continuous monitoring and evaluation of environmental performance metrics. Practical implications. The implications of this study have several practical implications for organisations seeking to cultivate a sustainable culture. First, they underscore the importance of strong leadership commitment to sustainability and innovation, and the need to integrate green practices into all aspects of organisational operations. Second, the findings highlight the critical role of employee engagement and empowerment in driving sustainable behaviour and fostering a culture of environmental responsibility. Finally, the study highlights the potential of digital technologies to enable organisations to adapt and thrive in the evolving landscape of the green and digital economy. Value / Оriginality. This paper contributes to the existing literature by providing evidence and practical insights into the strategies for creating a sustainable corporate culture in the context of the green and digital economy. By combining qualitative analysis of case studies with quantitative examination of organisational practices, the study provides a comprehensive understanding of the key factors influencing corporate culture in the contemporary business environment. In addition, the research highlights the importance of aligning organisational values with environmental and technological advances to enhance business sustainability and resilience. Overall, the paper provides valuable contributions to both theory and practice in the areas of corporate culture, sustainability and digitalisation.