No abstract

In the article the role of organizational culture as a customer-oriented trajectory of management at university is considered. The authors analyze the main clients of the educational environment on the basis of which the model of customer-oriented organizational culture of the university is proposed, reflecting the structural platform of organizational culture, the integration of internal and external customers in the socio-cultural environment of the university, as well as sequential communications and transformations of external customers in the internal customers.

Transformation of socio-economic relations, the accelerated development of production systems, introduction of innovative technologies, the development of the economy of excess supply, the reorientation of the development strategy of the organization in a situation of unstable market necessitates the introduction of the company´s customer-oriented approach. This approach is seen as a particular concept of the construction business, including the complex of the actions directed on satisfaction and shaping customer needs (end users and Resellers), implemented at all levels and focused on innovative (proactive) development with the aim of achieving a sustainable competitive advantage.