As an anthropologist, one who works in the corporate culture context, I have often struggled with how this “soft” asset is under-valued. Partly this is because culture is often defined as norms and ideology. While wolrd view and beliefs are an important element to cultural systems, they are also defined by structural attribues, as well as more fundamantal economics, or infrastructure. When these systems are vertically integrated and cautorized, they form a self-sustaining, self-healing system.
I wish every company had a chief culture officer (see Grant McCraken’s book), someone who understood the very particular dynamics of cultural evolutionary properties, to help companies maintain their cultural equity as the grow and develop.