Corporate Culture as a Driver of Organizational Performance: Comparative Analysis of Alibaba and Uzum

Abstract

in the era of digital transformation—particularly across the "New Silk Road" corridor—corporate culture has emerged as a decisive factor shaping the pace and scale of success for tech companies. This study explores how organizational culture influences performance by comparing two emblematic firms at different stages of maturity: the global powerhouse Alibaba Group (China) and Central Asia’s first tech unicorn, Uzum (Uzbekistan). Using a comparative case study approach and the Competing Values Framework, the research illustrates how distinct cultural models can drive exceptional outcomes. Alibaba’s success stems from a fusion of mission-driven values and adaptive transformation, while Uzum thrives on a culture of rapid responsiveness and market agility. Supported by comparative data tables, the study argues that cultural effectiveness is directly tied to how well it aligns with market dynamics and strategic goals