THE ROLE OF CORPORATE CULTURE IN THE INNOVATIVE DEVELOPMENT OF A TRANSPORT ENTERPISE

The article examines the role of corporate culture as a key factor in the innovative development of transport enterprises. It is substantiated that corporate culture not only influences internal management and communication within the enterprise but also determines strategic priorities, the flexibility of managerial decisions, and the speed of company adaptation to market changes. It is established that the formation of an innovation-oriented corporate culture is critically important for enhancing the competitiveness of transport enterprises, ensuring their digital transformation, and integrating advanced technologies. The study is based on an analysis of contemporary scientific approaches that explain the relationship between corporate culture and the innovative activity of enterprises. The main structural elements of corporate culture, its functional significance, and its impact on creating an effective environment for the implementation of new technologies are identified. Special attention is given to the influence of corporate values, leadership style, and employee engagement on the innovative development of transport enterprises. The study also analyzes key barriers that hinder the development of an innovative corporate culture, including hierarchical management structures, insufficient digitalization of business processes, low employee motivation, and bureaucratic constraints. Based on the study of global experience, it is determined that leading transport companies actively integrate digital technologies, create internal innovation hubs, and use flexible organizational structures to promote employee creativity. An analysis of the Ukrainian market shows that domestic enterprises face significant challenges in implementing innovations due to rigid hierarchical management models and low employee involvement in strategic processes. The article proposes a set of practical recommendations for improving the corporate culture of transport enterprises to stimulate innovative development. These measures include the digitalization of the corporate environment, the implementation of new management models, the development of innovation laboratories, the reorganization of employee motivation systems, and strengthening cooperation with research institutions. The findings confirm that successful transport enterprises must undergo strategic transformations of corporate culture, including digital modernization, expanding employee competencies, and creating a favorable environment for innovation. Future research in this area may focus on developing a methodology for assessing the level of corporate culture innovation and studying enterprise adaptation strategies in response to global challenges.