Publicized Corporate Culture of Insurance Companies in Bulgaria
Publicized Corporate Culture of Insurance Companies in Bulgaria

Summary/Abstract: An important component of the official corporate culture of business organizations is that part of it that is publicized in the digital space. Namely, it enables companies to build a unique identity in the market space. This is of essential importance for insurance companies offering services in a highly competitive market. The aim of the research is to examine the role of the publicized corporate culture in the communication policy of insurance companies in Bulgaria, by outlining the main aspects and issues in its structure. The results show that at least one element of the corporate culture has been proclaimed by 95.65% of the insurance companies. A low degree of proclamation of the vision and inaccuracies in its formulation were found. The insurance companies should more actively proclaim their vision in order to send an overall strategic message to the surrounding business environment.

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