**1.1 Organizational culture**

In today's world, technology is so pervasive that at first, people reacted strangely to it and thought something must be wrong. However, by passing of time they began to adapt these technologies, and eventually, technology began to take inspiration from the way individuals, groups, and societies conceived of the world [1]. The importance of an organization's culture in fostering peak performance cannot be overstated as involvement of modern techniques had changed the human behavior by making things easy and time saving, which is improving their performance at all levels [2]. In the modern world, a thorough understanding of organizational behavior—including its subsets of culture, values, and norms—is essential before attempting to broaden an

organization's cultural standards. According to Stephen P. Robinns' Perspective on Organizational behavior is the study of how an organization's structure, culture, and policies influence employee actions and decisions for the benefit of enhancing that organization's efficiency. Culture gives the vitality essential to optimal functioning, much like a healthy cardiovascular system ensures that all of the organs receive sufficient blood flow [3]. Numerous studies have shown introspective looks into the ways in which digital technology has altered modern western civilizations in boosting human organizational performance. The rules, beliefs, customs, and culture of an organization are the glue that holds its myriad individuals, groups, and structures together [4]. What make a country's culture trendy are kinds of things that foreigners do there, such as eating, drinking, and socializing. When it comes to cultural shifts, technology has always acted as a barrier. There is a risk of conflict as new technologies arise and pose threats to established norms and values. Culture is a broad and intricate subject with many facets. The views, values, and customs held in common by a community. People's thoughts, emotions, and actions are molded by the beliefs, values, and norms they were raised with [5]. They also have an impact on interpersonal dynamics. Cultures refers to the deep structure of organization which is rooted in the value, belief, and assumptions held by organizational members. Also Members' perceptions of themselves, their inner workings, their relationships with the outside world, and their hopes for the future are all manifestations of the organization's culture. According to The Business Dictionary, culture is based on shared attitudes, beliefs, customs, and written and unwritten rules that have evolved over time and are considered valid [6].

There are eight mainstays that support a thriving company culture influencing Performance and behavior of employees. The Openness, Confrontation, Trust, Authenticity, Proactively, Autonomy, Collaboration, and Experimentation (OCTAPACE)" profile was created by U. Park. Research into the OCTAPACE culture of any organization lends credence to the importance of training staff members to keep the workplace healthy and productive. Later, T.V. Rao proposed the OCTAPACE culture as a forward-thinking, beneficial method of constructing businesses.

In this way, an organization's culture serves as the social glue that binds its members together by outlining acceptable norms for communication and behavior. Finally, organizational culture functions as a control and meaning-making system that influences employee dispositions and actions. There appears to be a growing recognition of the power of company culture in shaping employee actions in the modern workplace. Technology now plays a central role in shaping every aspect of our lives, and the modern workplace is no exception [7]. The unexpected Covid-19 outbreak accelerated the speed of technology-driven businesses as many employees worked from home, changing societal attitudes about the importance of technology in the workplace. Despite the fact that an organization's culture provides a common language and framework for understanding one another, there is still room for improvement in this area [8]. Culture can have a significant impact on an employee's performance if it fails to adequately support these roles. So, the members of a culture have a common set of values and other ideas, concepts, or notions. A company's culture is something that Culture shapes how people behave, how they see the world around them and what are the changes occurred in their behavior with the changing Technological Culture.

#### **1.2 Types of organization culture**

A strong company culture is essential to the success of any business [9]. A company's culture consists of the norms that employees follow when interacting with one

#### *The Impact of Technological Advances on Cultural Conflicts within Organizations DOI: http://dx.doi.org/10.5772/intechopen.113095*

another and with those outside the company. There have been many helpful attempts to identify and quantify different types of organizational culture, which can help you learn more about the prevalent corporate culture at your company. Two business professors at the University of Michigan, created the Organizational Culture Assessment Instrument (OCAI) to measure company culture. Based on their analysis of over 12,000 businesses, they identified four distinct corporate cultures: clan, adhocracy, market, and hierarchy. While some cultures are more pervasive than others within an organization, every company has its own distinct blend of the four major cultural dimensions [10]. Below is a breakdown of the Competing Values Framework's 39 indicators and 2 dimensions:-.

**Hierarchy Culture:** Characterized by a strict organizational structure; What people do is governed by formal rules, processes, and policies; Bureaucracy implies a value for consistency, predictability, and effectiveness [11]. Procedure and process are valued more in hierarchical societies. Leaders make sure workers stick to the company way — the methods that have been shown to be effective in the past. This society has a strong preference for doing things right [12]. Following the laws and guidelines helps businesses cut money and avoid making many mistakes. The military units I served with often emphasized rank and authority. NASA, Exxon Mobil, and General Electric are three other companies that could have a hierarchical culture.

**Market Culture:** Goal-oriented and competitive in dealings with the outside world. A market culture is one in which people value efficiency and productivity above all else. Competition is commonplace, even among coworkers [13]. The market culture places a premium on steadiness while maintaining an outward gaze. This culture has a strong preference for getting the job done. The primary focus of these businesses is to maximize profits and expand their market share. Amazon and, historically, Ford Motor Company under Henry Ford are two examples of companies that may have a market culture.

**Clan Culture:** Friendly and cooperative, clan cultures are like one big happy family or clan where everyone knows each other and works together. In this way of life, people enjoy doing things together [14]. The clan's culture encourages adaptability and inward concentration. Members of these groups have common values and are bound together by a sense of loyalty and tradition. Companies such as Ben & Jerry's, Pixar, and Love's Travel Stops may have clan cultures. Organizational structure modeled after a family; Characterized by mutual respect, care, and support; Emphasizing the cultivation of a compassionate workplace.

**Adhocracy Culture**: Fundamental to this way of life is the idea of ad hoc. Leaders in an adhocracy are often viewed as inspirational innovators who are willing to challenge assumptions and take risks, and employees in such an environment are not afraid to take risks themselves [14]. Organizations are in the business of creating novel products and services (\* ad hoc: temporarily, specialized), making them the most responsive to the hyper volatile business conditions. In an adhocracy, they value adaptability and keeping an eye on the outside world. These people take pride in being the ones that do it first. Culture places a premium on adaptability and novelty. Companies like Tesla and Door Dash may have an adhocracy culture.

## **1.3 Cultural components influencing employees performance**

Several factors can be identified that influence employee behavior and performance at work place, Cultural components always have unique personal characteristics which periodically put a dramatic influence on both individual behavior and the behavior of those around us [15]. Any leadership position may be attained with the proper skills and abilities to adjust changes with the culture if required. Few components affecting culture are as follows.
