Significance of the Online Publicized Corporate Culture of Industrial Enterprises in Bulgaria (Beer Manufacturers)

Abstract

In the current conditions of digitalization, globalization and dynamic business environment, the crafting of a digital space image is becoming increasingly important for the competitive positioning of businesses. Publicizing the official corporate culture online is essential for improving the goodwill of industrial enterprises and, as a result, their performance indicators. The aim of this paper is to outline the characteristics of the online publicized corporate culture of industrial enterprises in Bulgaria (on the example of beer producers), as well as their specifics and direction, and on this basis to propose certain guidelines for improvement so that the corporate culture visualizes better the strategic priorities of companies in the virtual space. The research tools used include structural analysis, content analysis and the comparison method. The obtained results show that the tendency to publicize the mission, vision, values and other elements of the official corporate culture is more pronounced in large brewing companies than in craft beer producers.