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Liburkina L. M.

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Features of Communication and Formation of Corporate Culture in Digital Agencies and Startups
Lyshchenko B. V., Kalinina N. V., Levchenko D. S.

Lyshchenko, Bohdan V., Kalinina, Nataliia V., and Levchenko, Diana S. (2025) “Features of Communication and Formation of Corporate Culture in Digital Agencies and Startups.” Business Inform 2:502–510.
https://doi.org/10.32983/2222-4459-2025-2-502-510

Section: Management and Marketing

Article is written in Ukrainian
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UDC 005.95:174:808:005.5

Abstract:
The article is devoted to the peculiarities of communication and formation of corporate culture in digital agencies and startups. The article considers the formation of corporate culture in digital agencies and startups as a decisive factor for long-term success and competitiveness. The importance of corporate culture in adapting to rapidly changing market conditions and technologies, its role in stimulating innovation, attracting talent and ensuring organizational flexibility is emphasized. The article examines different types of corporate cultures – clan, adhocrat, market and hierarchical – and shows their relevance for digital agencies and startups. Examples of companies such as Zappos, Google and Amazon, which embody specific cultural models that contribute to their success, are provided. The article also considers the implementation of Agile culture on the example of the company ClipSwift, demonstrating its impact on productivity, innovation and team cohesion. It is determined that in conditions of rapid market and technological changes, culture becomes an important strategic tool for attracting and retaining talent, increasing productivity, innovation and flexibility of the organization. It is revealed that the presence of a clearly defined corporate culture helps companies not only adapt to new challenges, but also actively implement changes and new solutions. It is emphasized that the algorithm for forming a new corporate culture includes several key stages, each of which ensures a consistent transition to a culture that meets the strategic goals of the company. It is found that the success indicators of the implementation of a new culture allow for timely adjustment of the strategy for developing corporate culture within the team. The importance of a conscious approach to developing a corporate culture that meets strategic goals and market requirementsto ensure both short-term and long-term growth of the organization is emphasized.

Keywords: corporate culture, communication, digital agencies, startups, Agile culture, innovation, team cohesion, organizational flexibility.

Fig.: 2. Bibl.: 19.

Lyshchenko Bohdan V. – Master, KROK Business School of the KROK University (30-32 Tabirna Str., Kyiv, 03113, Ukraine)
Kalinina Nataliia V. – Candidate of Sciences (Economics), Associate Professor, Department of Management and Innovative Development, KROK Business School of the KROK University (30-32 Tabirna Str., Kyiv, 03113, Ukraine)
Email: [email protected]
Levchenko Diana S. – Candidate of Sciences (Economics), Senior Lecturer, Department of Management and Innovative Development, KROK Business School of the KROK University (30-32 Tabirna Str., Kyiv, 03113, Ukraine)
Email: [email protected]

List of references in article

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