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The aim of this paper is to present the characteristics of the organizational culture at URSUS Breweries SA, Romania. Cultural transition from the centralized planning economy to the market economy has started along with technological improvements. The capacity of anticipating the transformations within the external environment as well as the appropriation of specific analyzing techniques and methods of external and internal environments are nowadays vital. But the transition process towards values and behaviors adjusted to the free market is extremely complex and long, and requires the involvement of all the employees of the organization. The results indicate clearly that when it comes to changing the firm’s culture, from managers it is expected the most (75%), followed by the stockholders (53.8%) and then by technology (51.8%). The perception of the sales department as being very important by 61, 29% of responders and their consideration that the quality is very important (77, 4%) is the proof that changes occurred in the organizational culture towards understanding the market economy.

Keywords: organizational culture, technological changes, cultural transition, URSUS Breweries