Corporate DNA refers, in business jargon, to organizational culture. It is a metaphor based on the biological term DNA, the molecule that encodes the genetic instructions in living organisms. In a 1997 book, Gareth Morgan defined the corporate DNA metaphor as the "visions, values, and sense of purpose that bind an organization together" to enable individuals to "understand and absorb the mission and challenge of the whole enterprise". Lindgreen and Swaen define it as an "organization's culture and strategy". Ken Baskin defines it as "flexible, universally available database of company procedures and structures" which develops from the company's history, and that the organization's employees behave to satisfy the resultant corporate identity. Baskin also likens the availability of informati