An intangible system of values, collective personality, and beliefs shared by people in an organization: the company's collective identity and meaning, often described to outsiders as ‘the way we do things around here’. This can be the product of the company's history or of a strong leader or founder. A company's culture shapes the way that it treats its customers and goes to market. This is important for the business-to-business marketer to understand in the same way that the consumer marketer seeks to understand the mind of the individual consumer. See also corporate culture.