TRANSFORMATION OF CORPORATE CULTURE AS A STRATEGIC MANAGEMENT IMPERATIVE IN A POST-INDUSTRIAL SOCIETY

Abstract

The article aims to substantiate the transition of corporate culture from a secondary administrative tool to a strategic management imperative in post-industrial society. The author seeks to reveal the methodological foundations of transforming managerial paradigms from modern instrumental rationality to postmodern pluralism and communicative openness. The research is based on an interdisciplinary approach combining the critical theory of the Frankfurt School (T. Adorno, M. Horkheimer, H. Marcuse), J. Habermas's theory of communicative action, and Z. Bauman’s concept of liquid modernity. Methods of dialectical analysis of the technogenic matrix, deconstruction of postmodern socio-cultural contexts, and a systems approach were used to study anthropological risks in business digital transformation. It was revealed that the dominance of instrumental rationality leads to "anthropological reduction" and the formation of the one-dimensional man within corporate structures. It is proved that postmodern liberalization without an ethical center causes a shift toward mimetic rationality and the creation of hyper reality. The concept of the Communicative Turn is substantiated as a strategic mechanism for transitioning from manipulative management to dialogic interaction, ensuring the legitimation of the "Other" and the development of employees' critical thinking. The transformation of corporate culture into a strategic imperative is a necessary condition for institutional resilience. It is established that a leader in modern organizations must evolve from a technician of souls to a facilitator of meaning, integrating social pedagogy and self-discipline principles (Wu Wei) into the workflow. True organizational resilience in the era of global crises is achieved through human-centric development and a refusal to perceive culture as a secondary administrative expense.