If the company culture isn't dynamic, it's unlikely they will be able to adopt a dynamic medium. There are some companies which should not go online. When a company develops a business plan it does so within the context of both external and internal environmental factors. In many ways the external factors are outside the control of the company. Along with policies and structures, culture is one of the key internal environmental factors of any organisation.
Culture is a complex concept.
In an organisation it embodies specific knowledge, beliefs, morals, structures, rules and customs shared by the organisation. Cultural interpretation in an organisation is distinctive in that it is a learned process rather than instinctive. Culture is also an evolving phenomenon. In developing a cultural plan it is critical that an organisation understands all the elements that make up its culture. Some elements are sacrosanct, others can, and must change and evolve as the company grows and evolves.