Corporate culture has been linked to competitive advantage in companies, for better or worse,' and in service companies, in particular. Culture is so important in service companies because of its effect on multiple factors affecting customer value, factors as critical as employee behavior and as mundane (but important) as facility cleanliness. These aspects are especially visible to customers, who often co-produce a service with employees. In many services employee and customer interactions take place continually, in many parts of the organization, so that no realistic amount of supervision can ever exercise sufficient control over employee behavior. Under these circumstances, culture becomes one of management's most effective, if unobtrusive, tools to influence employee thoughts, feelings, and, most important, behavior.