PROBLEMS OF FORMING A MISSION AND CORPORATE VALUES OF FINANCIAL INSTITUTIONS 

Pastukhova Ulyana Yuryevna, Master's degree student, Penza State University (40 Krasnaya street, Penza, Russia),
E-mail: Polina-Teshina@mail.ru
Ischenko Irina Gennadyevna, Candidate of sociological sciences, associate professor, sub-department of management and economic security, Penza State University (40 Krasnaya street, Penza, Russia), E-mail: irina.ishenko@bk.ru 

331.1 

10.21685/2309-2874-2018-1-9 

Background. This article discusses such a problem as the formation in the banking sector of the mission of the organization, corporate values. The relevance of this problem is associated with the need for the survival of organizations in conditions of
fierce competition and instability.
Materials and methods. The methodological basis of the research was the examples of corporate culture of various banking organizations such as «Sberbank», «Rosselkhozbank», «VTB», as well as the theory of formation of the organization's
mission on F. Kotler.
Results. The definition of "Corporate value", "Mission", as applied to the banking sector, as well as examples of the mission and values of some banks, considered and studied the features of the formation of the mission and values for financial institutions.
The list of characteristics of firm, which it has to formulate, is formed surely. The list of interrelated functions of the Bank is formed.
Conclusions. The mission of the Bank as a whole should be formulated as promoting economic development by providing high-quality banking services that meet high professional and ethical standards, ensuring profit for the Bank's shareholders and favorable attitude towards its employees. The most important indicator of the Bank's successfully formulated mission is the Bank's reputation. The Bank's reputation is not only a factor that reduces information noises and transaction costs, but it is also an intangible capital of an organization that is actually expressed in value terms. 

corporate culture, corporate values, the mission of the company, the mission of the bank, «Sberbank», «Rosselkhozbank», «VTB» 

1. «Elitarnyy Klub korporativnogo povedeniya» – kodeks korporativnogo povedeniya, razlichnye analiticheskie obzory, materialy po korporativnomu upravleniyu, seminary. Osobennosti korporativnoy kul'tury bankov [“Elite club corporate behavior” - corporate
code of conduct, various analytical reviews, materials on corporate governance, seminars. Features of the corporate culture of banks.]. Available at: http://elitclub.ru/kkikp/view/34 (accessed Nov. 28, 2017).
2. Portal informatsionnoy podderzhki rukovoditeley uchrezhdeniy kul'tury. Korporativnaya kul'tura organizatsii [Portal of information support for heads of cultural institutions. Corporate culture of organization]. Available at: http://www.cultmanager.ru/e-s/5503/#_ftn2 (accessed Febr. 28, 2016).
3. Missiya PAO «Sberbank» [Mission of Sberbank public company]. Available at: http://www.sberbank.ru/ru/about/today/mission (accessed Dec. 12, 2017).
4. Missiya AO «Rossel'khozbank» [Mission of Rosselkhozbank joint-stock company]. Available at: https://rshb.ru/about/mission/ (accessed Dec. 12, 2017).
5. Missiya PAO «VTB» [Mission of VTB public company]. Available at: https:// www.vtb.ru/o-banke/gruppa-vtb/missiya-i-cennosti/ (accessed Dec. 12, 2017).
6. Kotler, F. Osnovy marketinga. Kratkiy kurs [Basics of marketing. Short course]. Moscow: Vil'yams, 2016, 496 p.
7. Isaeva E. A. Strategicheskiy menedzhment v finansovo-kreditnykh organizatsiyakh: ucheb. posobie [Strategic management in financial and credit organizations: teaching aid]. Moscow: KNORUS, 2015, 174 p.
8. Osobennosti korporativnoy kul'tury bankov. Sorpculture.ru – Institut korporativnoy kul'tury – konsalting, provedenie treningov, seminarov [Features of the corporate culture of banks. Sorpkultura.ru - Institute for Corporate Culture - consulting, trainings,
seminars]. Available at: http://www.corpculture.ru/content/osobennosti-korporativnoikultury-bankov (accessed Dec. 17, 2017).
9. Marenkov N. L. Antikrizisnoe upravlenie. Kontrol' i riski kommercheskikh bankov i firm v Rossii [Crisis management. Control and risks of commercial banks and firms in Russia]. Moscow: Editorial URSS, 2016, 360 p.