What is the desired culture that a business wants to establish and project to the public known as?

The desired culture that a business aims to establish and present to the public is known as the official corporate culture. This term refers to the values, beliefs, and behaviors that the organization explicitly promotes and communicates, both internally to its employees and externally to stakeholders and customers. The official corporate culture often encompasses the company's mission, vision, and branding efforts, reflecting what the organization aspires to project.

This distinction is crucial because it shapes employees' behaviors and influences how customers and the public perceive the organization. For instance, an official corporate culture that emphasizes innovation and customer service will guide the company's practices and decision-making processes to align with those ideals. Moreover, it sets expectations for employees and can serve as a foundation for performance evaluations and hiring practices.

In contrast, other terms like real corporate culture refer to the actual behaviors and practices manifesting in the workplace, which may differ from the desired projections. Shared corporate culture emphasizes the collective experience and collective values among employees, while prevailing corporate culture reflects the dominant attitudes that currently exist within the organization, which might not necessarily align with the company's stated aspirations. Understanding the nuances of these terms helps in assessing how internal and external expectations may influence overall business strategies.