This article is devoted to the problem of corporate culture transformations which are conditioned by changes in social-economic situation. The modern paradigm of knowledge management is assumed to become the main value for forming a new vision of corporate culture. The starting point for transformations can be found in the actual corporate culture of the company. In the paper the selection of corporate culture concepts according to the modern paradigm of economics is carried out. New approach to the study of the corporate culture based on the analysis of available typologies is established. Reflection is chosen as the method for probing of the current status and potential possibilities of changes of corporate culture. The concept of "intermediate type of corporate culture" is substantiated. Within the frame of practical experiment the influence of hidden factors upon the process of corporate culture transformation is established. The expediency of diagnostics of corporate culture for its further transformation is substantiated.