Обликовање организационе културе – анализа Кодекса понашања за запослене Делта Ђенерали осигурања
Forming of the Organizational Culture: Analysis of Business Codex for Employees in Delta Generali Insurance Company

Summary/Abstract: Organizational culture makes a constitutional part of every company. It has an important role in determinating every company’s ability to change, to adjust to its environment and is also an important motivation factor for employees. Organizational culture is usually influenced by present social and economic trends and reflects dominant social values and/or changes that are affecting that society. Companies in societies in transition usually have organizational cultures shaped by very different and often opposite tendencies. This is the case of Delta Generali Insurance company. While its organizational culture is relying partly on Fordism, it is also shaped by opposite elements of Postfordism. At the end, we can also see rejection of the temporarily most infuent elements of Postfordistic tendency – funky elements. It is clear from this that, when it comes to applying different organizational concepts to organizational culture, Delta Generali applies partially each of those concepts, creating a basic contradictions in its culture. Stucked in between different influences that shaped its organizational culture, between rejecting funky elements and wish to become a modern and attractive company, Delta Generali can’t achieve either one of those goals. The company is too modern and demanding for older generation and too rigid and regressive for younger. Possible conclusion that is imposed is that, in the time of consumer society and in the time of rise of funky organization, concept of organizational culture should be based on anthropological, semiotic concept of culture. Concept that percives culture as process of creating meanings and differences.

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