Abstract Credibility and social responsibility, the basis of a stable and enduring social order in modern times, have become critical for companies that seek to develop core competences and build sustainable business. In today's world, business competition often goes beyond the conventional realm of capital and technology and it is reflected in the non-conventional areas such as corporate culture. This study focuses on the corporate culture of a venerable Chinese private enterprise founded by the well-known Rong’s family. Characteristics of the Rong's corporate culture are identified and the composition of such a unique culture is analyzed in this paper. The purpose of this paper is to shed light on how businesses, particularly the
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Received: 11 November 2010
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