Name the branch of management theory that seeks to increase productivity and competitiveness through the creation of a unique organizational culture involving all members of a firm.

Corporate Culture

Corporate culture is a branch of management theory that seeks to increase productivity and competitiveness though the creation of a unique organisational culture involving all members of a firm. A dynamic corporate culture - involving company events, rituals and traditions - is thought to enhance employee loyalty and promote group solidarity. It also refers to way of doing things, of promotion and packaging products