Formation of entrepreneurial corporate culture in the russian universities

Abstract
Dynamic changes in the economic and social life of our country necessitate corresponding changes in the approaches to managing a modern University. One of these changes should be a new look at its corporate culture. The essence of the author's approach is to consider corporate culture as a key marketing asset of the University that impact on the strategic vision for the organization and operational management of all activities and units of the University. At the same time, the culture should be entrepreneurial in nature, which determines the University's ability to innovatively solve the tasks it faces and more successfully achieve the organization's strategic goals.
However, still there is no scientific consensus reached in the literature about its features and the role in the success of the university. The purpose of this article is to substantiate the relevance of the formation of entrepreneurial corporate culture in the Russian universities. At the same time, it is proposed to consider entrepreneurial corporate culture as a key marketing asset of the organization, which is sure to reduce the negative effect of external environment and more successfully achieve the strategic goals of the university. The article presents the algorithm, mechanisms, and the main tools for the formation of entrepreneurial culture, given the specifics of this asset for an educational organization and the existing external environment. Theoretical significance of the proposed approach is a balanced approach to the university management, optimally combining conventional and unconventional for the educational environment methods to manage an educational organization. The practical significance of the study lies in the possibility of using the proposed methodology for the formation of entrepreneurial culture to improve the efficiency of the university management.

Keywords: entrepreneurial culture, marketing activity, management, algorithm, mechanisms, tools.



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