introduction

As we approach the dawn of the 21st century, the corporate culture of many companies is increasingly being influenced by the Internet. It almost seems as if companies are at drift because of the Internet:

  • World-wide, a new communication language, the so-called screen language, is being used for, among other things, camcorders, CD-ROMs, computer programmes, and teleconferences.
  • Managers meet to discuss such issues as web-sites, search engines, and internet recruitment
  • New jobs have been created: webmaster, content engineer, and e-lancer (instead of free-lancer). Often, the tasks are not well defined. One needs creativity and a strategic sense for e-commerce
  • Office meetings take place through the computer network. The mobile office is becoming the common standard. Colleagues are called on a mobile phone and, if needed, an internal camera may help to develop a product. A convertible screen and folding mouse provide easy access to the Internet
  • New market opportunities are available to virtually active companies. Contact with the client is changing, and contact with other clients and companies it becoming more intensive
  • Virtual training is becoming part of everyday practice.


Can we still speak about corporate culture if people mainly work together in a virtual office? In the traditional definition, corporate culture includes the norms and behaviour which determine how people collaborate, and which affect their willingness to put energy into their work. Will the virtual corporate culture change these traditional norms and behaviour? We will take a closer look at some industrial branches where the Internet is used rather intensively, and where in no time at all new jobs and behavioural codes being developed.

large companies

Large companies usually have an internal electronic communication system, the Intranet. Personal relationships have changed fundamentally. Authority is no longer taken for granted. The organisation has a flatter and more democratic nature. The dissemination of information is faster. Middle managers in particular, have fewer information advantages than they had in the past and their power is decreasing.…