Many companies are beginning to realize the importance of corporate-culture building as a tool to motivate workers. In companies that have strong cultures employees are more committed to organizational goals and require less supervision. Companies such as Microsoft and General Motors have been successful at developing high performance cultures. However, experts warn that work cultures can be difficult to maintain in the face of economic hardship.
See "Tight times a test for rah-rah firms", Leslie Talmadge, The Christian Science Monitor, September 7, 2003