When asked to describe the culture at BMW, to do so one must first give some definitions of the word culture that would give the most accurate description. The first would be “the sum of attitudes, customs and beliefs which distinguish one group of people from another. Culture is transmitted, through language, material objects, ritual institutions which can be linked to motivation and art, from one generation to the next. Motivated employees who demonstrate commitment to their tasks have proven to be a crucial factor that helps motivate employees to work in accordance with the company's goals and aspirations. Second, we would use “intellectual and artistic activity and the works it produces.” Third, one would use “behaviors and beliefs characteristic of a particular social, ethnic or age group.” In the German BMW factory, employees have the perception that their culture is very unique because the atmosphere is very happy and friendly, which makes everyone feel comfortable in their work. Employees take pride in having the opportunity to express their opinions as well as their likes and dislikes during department meetings. BMW has proven to be a major competitor in the automobile industry with over $60 billion in sales, which is still much smaller. than its American rivals. Few companies have been as consistent as BMW in integrating and producing its ever-evolving product line, with its luxurious features and unrivaled quality. Much of BMW's highly regarded success comes from an entrepreneurial culture that is rare in most companies, but is common in the ideology Germans believe in. Diversity being a priority for the BMW company, it always exceeds three quarters...... middle of paper ... one can be and make those around them the best they can be. can be too. Furthermore, when you own a product that is second to none and can be part of a team that made it, you are proud of what the founders of BMW have in themselves and what they are capable of building. Working in such an environment where diversity is what shows people who they are and what they have done to make their product at the forefront of technology and performance will be an identity that one can walk with their heads held high. knowing that they are the best. Works Cited Alvesson Mats & Berg Per Olof (1992). Corporate culture and organizational symbolism. Berlin: Walter de Gruyter and CoBang Henning (1999). Organizational culture. Lund StudentliteraturHofsted, Geert (1991). Cultures and organizations Software from themind. McGraw Hill International United Kingdom