Author(s): Yadlapati Kanungo
Organizational culture has long been a cornerstone of successful businesses, yet its study has been overshadowed by emerging management trends and technological advancements. This article calls for a renewed focus on organizational culture, emphasizing its enduring significance in driving business performance, employee engagement, and innovation. Through examining modern challenges such as remote work, digital transformation, and shifting workforce expectations, the article demonstrates how a strong, adaptive culture remains essential to organizational success. By reinvigorating the study of culture, leaders can better equip their organizations to thrive in today's dynamic business landscape.