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Recent years have been commanded by a cascade of unpredictable incidents, that have redefined new standards in our private, but also in our professional life. Events like the financial crisis, the COVID-19 pandemic, the energy crisis in Europe, resource scarcity and so forth have caused instability, forcing companies towards flexibility, constantly adapting their operative structures according to the needs of the moment. The effective adaptation to this environment is the key for reacting the dynamism of the market, and for guaranteeing future success. However, the introduction of these crucial changes on a stable company organisation is challenging. Furthermore, due to digitalisation, boundaries between countries have been removed, and the daily cooperation with co-workers and customers all around the globe became the new standard. The establishment of a good corporate culture where diverse people can work in harmony and, is a difficulty that comes ahead.
This master thesis developed from a professional perspective. The topics of change management and corporate culture where combined, and the relationship between these two concepts was studied. This master thesis aims utilising corporate culture as an instrument in managements favour, to implement strategical changes easily and successfully in a more efficient way. The relation between corporate culture and the resistance to change, focusing on the initiation of the change process, was the main area of study. Research questions and hypothesis, formulated with a solid theoretical background, are to be answered based firstly on literature, and secondly on the results of empirical quantitative re-search. To conclude, a set of recommendations for corporates were suggested with the intention of guiding companies how to use corporate culture as an instrument for change management.