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The main goal of the article is to show the importance of an analysis of a company's environment in the context of the implementation of the personnel function. The study presents the structure of the environment (divided into micro-and macro-environment) in an orderly way, along with a description of individual elements in relation to the development of human capital in an organization. Exploration and monitoring of individual areas of the environment by organizations is at present a necessary condition, which not only fosters the formulation of a company's unique strategy, but also enables making the right decisions that guarantee survival on an extremely dynamic market.

In many aspects the progressing processes of globalisation are forcing on today's companies the necessity of implementing organizational changes. Organizational culture plays in it a vital role because in combination with the change they create inseparable cause and effect relationship. It means that organizational culture can support changes and the adaptation process of desired changes is proceeding more efficiently, or it can impede implementation of the changes (cultural closing), which is directly connected with the difficulty of survival in a very competitive market. The aim of the article is to show the essence of the changes in the life of any organization and the impact of organizational culture on its perception. In addition, the article presents a case study of management of change in the area of customer feedback through example of company X operating in the telecommunication market.

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