Management, through its speeches, propagates the corporate culture in order to ensure a sustainable relationship in time between the organization and its customers. On one side, it’s a market orientation, which serves as a reference for all the organization's employees in their efforts with the environment. And on the other side, to transmit to employees the strategic vision which serves as a rule of behavior and commitment of each employee in order to achieve the organization's objectives. Thus, value management can be built on a behavioral approach oriented towards the market, with all actions taken in favor of consumers and/or on a cultural approach based on the organization's values and beliefs. With the challenge of building leadership based on corporate culture, today's major groups are consolidating their competitive positions through values. The reference to the values for all employees is the source of motivation and organization the relationships that allow the organization to build a team of collaborators which is solidary and efficient. As a result, the values expressed are established in accordance with the discipline adopted, such as sociology, psychosociology, philosophy and management and constitute a heterogeneous entity. Consequently, we consider that the values can be formulated in significant and common for each discipline without being exhaustive. Thus, the suggested values which are founded on the aspirations of each individual, which are gaming, amusement, ornament, pride, rivalry and the multiplication of richness, serve as the basis for management by values.
