CORPORATE CULTURE: NEED FOR CREATION OF KNOWLEDGE IN A CORPORATION

This article is about the current models of knowledge creation in organizations (corporations), and that people who create knowledge (creative class). It emphasizes the role of corporate culture in the creation of institutional conditions for proceeding in a continued process of knowledge creation. Corporate culture of any modern organization is based on the intellectual component in the continuous production and processing of knowledge. This is due to increasing of the intellectual component percentage in any product, producing of any modern corporation. And the trend is that this component continues to grow. To serve the new economy with intellectual product at the core, a powerful new social stratum has been called: intellectual class or "creative class". Knowledge workers who are able to apply knowledge to the benefit, now are so successful than the capitalists, who can profitably invest. So corporations seek and hire on permanent and temporary (which is very common) creative work those people who are able consistently produce innovative knowledge, i.e. knowledge that in the future will able to provide a competitive advantage, and (or) profit. In the modern society,that is often named as knowledge society qualitatively different knowledge is demanded than previous socioeconomic systems demanded. The knowledge that continuously produced by any corporation for the survival and successful development, now is more flexible, short-term, liquid, applicable "here and now" and not meant to be fundamental. But this knowledge is not the same that information, but in contrast, is the product of processing more and more layers of information. Why knowledge has become such a qualitatively different? This was due to such characteristics of the new social reality as instability, the intensity of information flows, volatility, and fluidity. Models of knowledge creation differ. But whatever the particular model of knowledge creation in corporation, corporate culture is required to perform the specified function, and thus create the conditions to ensure continuously flowing process of developing innovative knowledge.