In today's developed and dynamic market, the adaptation of business activities and processes in the company's business is one of the most important activities on which the overall strategy of the company is built. Therefore, the company must constantly introduce new changes in order to be able to follow market trends and requirements. Due to their complexity and specificity, the activities of the organizational change management program require numerous research of the market and its participants. Managing organizational change as part of the application of effective adjustment in business operations is not only an incentive to increase market share but also an investment in building a service that will provide better working conditions for its own employees and co-create new ideas and business solutions to achieve a better long-term business model. In this way, the connection of participants is achieved, where each participant is equally important for the success of the application of organizational change management through their activities. Employees of the company are aware that the company must change and introduce new technological solutions in order to survive in a competitive market. In such situations, the main part is the implementation of an appropriate organizational culture. The implementation of organizational culture requires special skills and knowledge of management. Management is the most important link in creating a business strategy based on successful implementation of organizational culture. The application of an appropriate organizational culture to the company's business policy creates different approaches to communication based on the application of extremely high technology and employee involvement. A company that manages to get the employee to adapt to new changes, manages to apply an organizational culture that will lead to the achievement of long-term strategic goals. A company that adapts its business strategy to the development of organizational culture based on the successful implementation of organizational changes achieves added value according to which it will be different from direct competitors in the market. For a deeper understanding and illustration of these theoretical assumptions in practice, the paper will analyze the business of Bobis, which actively applies a market organizational culture.