Challenges of organization’s culture changes in Baltic enterprises

This article examines how organisations in the Baltics perceive organizational culture topic, what is managers’ understanding and actual activities used for organizational culture change. The results of this study indicate that the topic of organizational culture is one of the priorities in organizations in the Baltics. In most cases, organizational culture change is initiated either by a change in ownership, organizational strategy, entry into new markets or development of new products/services. It seems that there is lack of practice how to approach this topic and notice sense of urgency for necessity to improve organization’s culture in other cases, especially because used measures for organisational culture does not measure all organizational culture aspects or is not measured at all. The results show that the organizational leader and the management team are the ones who should determine the organizational culture; however, most of actual or perceived activities for organizational culture change are in scope of Human Resource or Communication professional. The empirical part is based on quantitative research conducted in 2022 surveying 80 managers and 6 qualitative in-depth interviews with managers who have actually succeeded in organizational change activities. The analysis of the information gathered in the research led to the conclusion that managers in the Baltics lack of understanding of how to research and measure existing culture, especially its intangible aspects and proposal to develop a practical methodology for measuring, researching and transforming organizational culture improving success rate or organizational change activities to achieve improve aspects of organization’s performance what is affected by organizational culture.