The last few decades corporate culture have become increasingly important for a company’s position on the market. It is no longer enough that a product has certain features, the brand behind the product is equally important. Hence it is important for management to build the culture behind the products, which however can cause some challenges. It is important to have a strong culture in the company, that the employees is supporting the strategy and vision behind the company. A company trip to for example Greenland, could be a good opportunity to strengthen the culture of the company.