The paper analyses the corporate culture of Sportasia, a UK non-unionised business with principles of partnership. The strategies of the company are described along the lines of the employees' rights and responsibilities, including the issues of individual commitment, employee protection, development opportunities, etc. The key principles of Sportasia, namely, collaboration, collective effort and mutual gain are discussed. The problems that the company might face in the future are outlined; suggestions about changes in management style are offered.
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