ENTERPRISE IDENTITY IN THE CONTEXT OF ORGANIZATION-AL LEARNING IN CONDITIONS OF ENVIRONMENTAL CHANGES

Abstract

Purpuse – The process of transformation and development of business entities is strictly connected with introduction of changes in functioning and gathering knowledge, which allows exploring the surrounding reality and ourselves. The object of the study is the identity of an enterprise as an element of its nature. The main purpose of this article is to present the connections between corporate identity and continuous organizational learning in a dynamically changing environment. The specific goals are to explain the essence of organizational behavior, and especially to place it in the context of changes in the environment, to present the process of cultivating organizational values on which the organization's identity is based, and to present how learning affects the development of the organization.

Methodology – The article uses an overview of the literature in the fields of learning processes, the value of the company and its identity, including the study of compact positions and articles

Findings – Awareness of changes, goals and values that enterprises are guided by influence the improvement of an entire organization efficiency and its long-term development. Following the specific principles contained in the DNA of an organisation facilitates external and internal communication and positively influences the way the entity is managed. Moreover, it was noticed, that the identity is the main factor in creating a high level of an enterprise's organizational culture.