Patriotism as a Valuable Resource in the Development of Corporate Culture of Russian Companies: Assessment of Factors, Genesis of Concepts, Trends and Development Trends

Corporate communications existed long before the formation of the theory of marketing and management. Even in Rome industry guilds prescribed ethical rules of conduct between representatives of different professions which can be called protocol relations. At that time, the formation of patriotism began, as a manifestation of heroic love for the society, country, family, suzerain, and as a result, in the 17th century, it took shape in the manifestation of love and devotion to the state. Prior to that, state patriotism did not intersect with corporate communications and most often they denied each other, as evidenced by the works of the Davos Forum, the Club of Rome and other supranational structures, which did not gain anything from supporting corporate communications aimed at the benefit of state interests. The present paper is one of the first works that consider patriotism as motivation for the efficiency of work in companies, and corporate communications as a tool for the formation of this type of motivation. The study contains not only an extensive theoretical base of the epistemology of understanding the concept of pentabasis, but also an empirical part (survey), including an assessment of the impact of pentabasis values on the formation of corporate values of the Russian medium and large business companies.