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cultural analysis illuminates subcultural dynamics within the organizations. one major reason for the increased interest in culture is that, the concept not only has become relevant to organization level analysis, but also aided understanding of what is going on inside the organization when difficult subcultures and occupational groups must work with each other. most companies today are trying to speed up the process of designing, manufacturing and delivering new products to customers. they are increasingly discovering that the coordination of the marketing, engineering, manufacturing, distribution and sales groups will require more than good will, good intentions, and a few management incentives. to achieve the necessary integration requires understanding the subcultures of each of these functions and the design of intergroup processes that allow communication and collaboration across sometimes strong subcultural boundaries.