MBA institutes Columbia Business School and Duke’s Fuqua School of Business jointly conducted a market research sampling over 1400 members of the C-Suite across North America. The results clearly show that 90% of those surveyed feel that corporate culture is an integral ingredient to their respective firms’ success or not. More than half claimed that productivity, profitability as well as creativity improve as a result of a positive corporate culture. Only about a seventh of those polled feel there is no scope for improvement and their firms’ corporate culture has reached the zenith. Amazon, Toshiba and Volkswagen have been singled out for possessing negative work cultures which lead to unethical practices.