DEVELOPING CORPORATE CULTURE IN START-UP COMPANIES IN HO CHI MINH CITY - VIETNAM

Corporate culture is one of the factors that have a profound impact on the competitive advantage of start-up companies. Corporate culture is the starting point of the company's development path to start-up companies. Start-up companies are strong by disrupting traditional corporate culture models. Previous studies have shown that if enterprises do not consistently invest in corporate culture, enterprises will be difficult to maintain operations and develop in the whirlwind of competition in the digital age. This paper researches to clarify the role of corporate culture in start-up companies in Ho Chi Minh City (HCMC), Vietnam based on the combination of Schermerhorn's corporate culture iceberg model and the organizational culture assessment instrument (OCAI) model to points out the characteristics and trends of the corporate culture of start-up companies in HCMC. Especially, this paper emphasizes the adnocracy nature and culture. The research results show that the time of starting a business does not determine the degree of ownership of the corporate culture artefacts, the protocols are very important in the corporate culture of starting a business in HCMC. Additionally, value framework of vision - mission - core values have not been noticed yet so far. There is the appearance of digital artefacts including websites and social networks; and the digitization of corporate culture artefacts at start-up companies in HCMC. Managers with leadership characteristics are highly appreciated for corporate culture, identity, and difference is one of the existences of the corporate culture of starting a business in HCMC. Clan culture is the dominant feature of corporate culture in current start-up companies, and adhocracy culture is an urgent desire for future corporate culture. Cultural conflicts are a challenge and may be a barrier to the development of corporate culture in particular and business development in general in start-up companies in HCMC. Adhoracy is not the typical corporate culture characteristic of start-up companies in HCMC