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RESEARCH PRODUCT

KNOWING EMPLOYEES` PERCEPTIONS - DETERMINANT IN CREATING A SUCCESSFUL ORGANIZATIONAL CULTURE

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The basis of internal marketing is treating employees as customers. The employees` satisfaction level is linked to the company`s offer, being also bound to the way the employees perceive the offer as reflected by the organizational culture. Besides the existing structures and systems within the company, the organizational culture has a fundamental role in the implementation of employee orientation. In order to be successful, the organizational culture is constantly subject to a conscious and strictly conducted process of change. This paper aims to underline the importance of knowing the employees` perceptions in order to build a culture of success, as well as how to acquire this knowledge. By researching the employees` perceptions, the companies can establish what their current organizational culture is and how to improve their old policies without losing the spirit of tradition.