The anecdotes that arise, or rather, the stories that are currently being developed at the advertising marketing level as a result of the globalized world, have given rise to a series of implications in the culture of the countries, called transculturation phenomena.
The phenomenon of transculturation has a great influence on individuals as they adopt a diversity of customs, socialization practices and behaviors belonging to places different from their origin, this in turn is evidenced in the uprooting and loss, to a greater or lesser degree, of their own cultural values and beliefs, to convert it into a new one.
It is imperative that, just as it is of great importance to protect and preserve the cultural values and identity of the people of a given country, so it is for all types of social organizations. One of the consequences of the lack of a deliberate corporate identity is that organizations do not manage the values that are required as constituent elements of their basic organizational principles.
The loss of the organizational culture itself, leads to mislead the very horizon, mission, vision, principles and objectives of any institution or private company, especially if it is intended to generate sustainable value in all those who participate internally.