FORMATION OF A CORPORATE CULTURE MANAGEMENT SYSTEM IN THE CONTEXT OF DIGITALIZATION TO ACHIEVE THE ORGANIZATION'S STRATEGIC GOALS

Corporate culture acts as a cementing and unifying factor of the organizational structure of any organization, as it is the element that shapes and defines the fundamental conditions, principles, norms, and rules for conducting business activities. In other words, corporate culture not only regulates and organizes the internal environment of the organization, creating a system of shared values and practices, but also plays a critical role in determining its longterm strategic target guidelines and setting key performance indicators that measure success and efficiency. Under the conditions of a constantly evolving and unpredictable reality, which introduces new challenges and imposes alternative rules and frameworks of existence for society as a whole, economic agents and business entities are compelled to continuously and proactively adjust and adapt their internal corporate culture to align with the rapidly changing dynamics of both the external and internal environment. This makes corporate culture a flexible yet stabilizing force. The article concludes that corporate culture, when placed within a digital environment, inevitably undergoes significant transformation and increasingly acquires a digital dimension, as it is this culture that guides and determines the future trajectory and direction of the organization's development under new technological and market conditions. Furthermore, the digital culture of organizations, which emerges and is shaped within the broader and traditional framework of corporate culture, assumes a leading and decisive role in driving digital transformation processes, fostering innovative business development, and creating sustainable competitive advantages in the market. It establishes and reinforces a clear, consistent, and proactive attitude of the organization toward digital technologies, while at the same time facilitating the ongoing development and improvement of employees' digital competencies and professional skills. In addition, digital culture supports the creation and implementation of new models of behavior that are better suited to modern digital realities and ensures the necessary level of organizational security, resilience, and high operational efficiency in a constantly evolving digital environment.