Organizational Culture as a Source of Competitive Advantage: a Case Study of Telecommunication Company in Poland

Background. Research on organizational culture has received significant attention recently. However, a limited number of studies examine the alignment of organizational culture with the strategic goals of the company and its impact on effectiveness.. Research aims. The aim of this paper is to analyse the impact of organizational culture on the company competitiveness. The article describes a process of planned cultural changes conducted from November 2012 to February 2014, and its results in such areas, as innovation, efficiency, quality, the company identity and external image. Method. The theoretical framework is supported by a case study of one of the biggest telecommunication companies in Poland. The author's observation is supported by informal interviews and company data analysis (Competing Values Framework, Employees commitment to change survey, Customer satisfaction survey, internal reports, etc.) Key findings. The case study shows that organizational culture aligned with a strategy is the inner strength of the organization, significantly improving its competitiveness. One of the most important elements in the process of change is the correct diagnosis of the difference between the current and the desired cultural characteristics. In this case, the important cultural gaps covered such areas, as the company structure, procedures and internal and external communication