Pradeep Kumar Pillai, Sunita Dwivedi

ABSTRACT

The way organizations functioning has been undergoing drastic changes during the last few decades, especially after 1990’s as an outcome of organization’s migration to various corners impacted by the concept of Globalization, Liberalization, and Privatization. When these changes are taking place, many organizations shred their old way of functioning towards a new approach so as to respond more aptly to the environmental changes. Culture being the most important element of environmental change carries some basic pattern of assumptions – invented, discovered or developed by a given group as it learns to cope with its problems of external adaptation and internal integration- that has worked well enough to be considered valuable and therefore, to be taught to new members as the correct way to perceive, think and feel in relation to these problems (Edgar Schein). While analyzing the work culture in this part of the world and the consequent development of organizational culture, we can visualize a totally different picture as compared to the development of organizational culture in other parts of the world. Organizations across the world share certain common norms, assumptions, beliefs and values which help them to develop brand value for their establishments. But the way it develops is totally different in the current work culture and work scenario in UAE and hence it has influenced the brand perception in a different way.