Corporate culture is a branch of management theory that seeks to increase productivity and competitiveness through the creation of a unique organisational culture involving all members of a firm. It encompasses the shared values, beliefs, attitudes, and behaviours that characterise an organisation and influence how work is done. A dynamic corporate culture, often involving company events, rituals, and traditions, is thought to enhance employee loyalty, promote group solidarity, and foster a sense of shared identity and purpose among employees. A strong and positive corporate culture can contribute to improved communication, collaboration, innovation, and overall organisational performance. It can also play a role in attracting and retaining talented employees who align with the company's values and mission.