In today’s rapidly changing world, tech companies not only introduce innovative products and services but also significantly influence the shaping of organizational culture within their structures and social culture in a broader context. The relationship between organizational culture and technological development is bidirectional – culture can both foster innovation and be shaped by it. An analysis of the latest research from leading academic institutions and business journals allows us to understand how tech companies are becoming catalysts for cultural transformations in the 21st century.
Organizational Culture as the Foundation of Technological Innovation
Research shows that a well-developed organizational culture is fundamental for effectively implementing technological innovations. As an expert states in a 2025 report: “In today’s dynamic business world, organizational culture plays a key role in the process of implementing technological innovations. It is not only a set of rules and norms that govern the company’s activities, but also an environment that shapes the way employees think and act.” Elements that support innovation include open communication, support for experimentation, and teamwork.
According to data from Harvard Business Review, companies that successfully integrate organizational culture with technological transformation achieve 26% better financial results than competitors who separate these two aspects. This is especially crucial in the context of rapidly developing technologies such as artificial intelligence, which require a flexible and adaptive cultural approach.
Google as a Model of Organizational Culture in the Tech Sector
One of the most well-known examples of consciously shaping organizational culture is Google. Founded in 1998 by Larry Page and Sergey Brin, Google created an organizational culture that is often described as “the most effective culture of the 21st century.” Google’s case study shows how the company built a culture based on innovation, creativity, and openness from the very beginning.
The history of Google started with two doctoral students from Stanford University who rented a small garage from Susan Wojcicki (now CEO of YouTube). Although investors initially doubted them due to competition from 10 other search engines on the market, Google managed to create a unique organizational culture that became one of the key factors for the company’s success.
Transformation of Organizational Culture in the Context of Hybrid Work
The COVID-19 pandemic forced tech companies to quickly adapt to new forms of work, significantly impacting organizational culture. Gartner’s research shows that only 24% of hybrid and remote employees declare attachment to their organization, which presents a major challenge for HR departments. HR leaders have stated that the current work culture in many organizations is not adapted to the hybrid model.
“Hybrid and remote work did not necessarily change our organizational culture, but they influenced how we experience it. The time has passed when employers hung cultural value slogans on the walls, now that doesn’t work, as hybrid and remote employees spend 65% less time in offices than before the pandemic,” comments Alexia Cambon, HR director at the Gartner Institute.
The Role of HR in Shaping Organizational Culture in Tech Companies
In the rapidly developing IT industry, organizational culture plays a key role in a company’s success. The HR department is one of the main driving forces in building and maintaining organizational culture, especially in an environment where work is often demanding, and stress and burnout are real threats.
Organizational culture in tech companies is a set of beliefs, norms, and values that define how a business operates. It is usually shaped by top management and company leaders and then passed down the hierarchy. It influences the way employees behave and cooperate, deciding whether they feel cultural fit.
The Impact of Tech Giants on Global Culture
The largest tech companies, such as Apple, Microsoft, Alphabet (Google), Amazon, Meta Platforms (Facebook), and Tesla, not only shape the internal culture of their organizations but also exert a huge impact on global culture through their products and services.
For example, Tesla, under the leadership of Elon Musk, through its innovations in electric vehicles, cyber trucks, and autonomous vehicles, is not only changing the automotive culture but also the way we think about transportation and sustainable development. Meta Platforms, on the other hand, has radically changed how people communicate and build relationships through its social media platforms.
Technology Transfer and Organizational Culture
Scientific research indicates the significant role of organizational culture in technology transfer processes, especially in high-tech industrial enterprises. Econometric modeling with a dichotomous dependent variable type probit shows that “in enterprises emphasizing the stimulating role of organizational culture, there is a greater probability of technology transfer.”
Technology transfer is particularly important for the high-tech industrial sector, where the functioning of the enterprise relies on the competencies, knowledge, and skills of the employees. These, in turn, can be shaped and developed through appropriate organizational culture.
The Era of Artificial Intelligence and Cultural Changes
Recent studies published in Harvard Business Review point to the growing problem of ageism in the implementation of artificial intelligence in organizations. A survey shows that employees in mid and late career offer unique assets in working with AI, but companies often overlook their potential. This is an example of how the introduction of new technologies can affect organizational culture, creating new social and ethical challenges.
Another example is the growing problem of waste generated by AI infrastructure. To cope with the mountains of hardware used and discarded in the AI boom era, companies must adopt principles of a circular economy. This aspect shows how tech companies face the challenge of shaping not only organizational culture but also a culture of sustainability.
Practical Examples of Shaping Culture by Tech Companies
Holacracy as a Management Model in Tech Companies
One practical example of an innovative approach to organizational culture is holacracy, a management model gaining popularity in tech companies. In holacracy, every individual has the opportunity to respond to any opportunities or threats, giving each employee the right to make decisions that are typically reserved for managers in traditionally managed companies.
Natalia Zglińska, a representative of a company implementing holacracy, emphasizes: “Holacracy comes with several challenges, but this management model allows for the creation of a unique work culture based on trust and loyalty, which are huge values for the company. Employees genuinely influence what happens in the company, they become connected with it, identify with the community, and help us grow in the right direction. We achieved these goals, even though we mostly work remotely from various places in Europe.”
Google and the “20% Time” Culture
Google introduced an innovative practice known as “20% time,” which allows employees to dedicate one-fifth of their work time to personal projects that may benefit the company. This cultural practice led to the creation of successful products such as Gmail, Google News, and AdSense. It is an example of how an organizational culture supporting autonomy and creativity can lead to concrete business innovations.
Salesforce and the Integrated Culture Model
Salesforce, a cloud software company, created an organizational culture based on the “Customer 360” model, which integrates sales, services, marketing, and IT teams through a unified dashboard. The company further strengthens its culture through the integration of the AI solution Einstein with its products, automating repetitive tasks and facilitating the development of other AI applications.
Challenges in Shaping Culture by Tech Companies
Despite numerous successes, tech companies face a range of challenges in shaping organizational culture, especially in the context of hybrid work and global teams. Gartner’s survey shows that only 18% of hybrid or remote workers felt a high degree of connection to their organizational culture. This means that companies must find new ways to build bonds with employees.
Gartner experts propose three approaches to this challenge: building culture through work itself; creating emotional bonds and ensuring that the employee feels seen and valued; and strengthening relationships within teams.
Summary
Tech companies play a key role in shaping both internal organizational culture and broader social culture. Through innovative management approaches such as holacracy or the “20% time” model, they create an environment conducive to innovation and creativity. At the same time, through their products and services, they change the way people work, communicate, and live.
In the era of hybrid work and global teams, tech companies face the challenge of maintaining a cohesive organizational culture. Research shows that success in this area requires a new approach to building bonds with employees, going beyond traditional methods.
As technology increasingly permeates all aspects of life, the role of tech companies in shaping culture will continue to grow. Therefore, it is crucial for the leaders of these companies to be aware of their impact and make responsible decisions that positively shape not only their organizations but also society as a whole.
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