This practice is called as Observable Artifacts. OA are physical manifestations of an organization. This may include dress code, rituals, product displays, logos, furnishing, décor, etc.
The OA contributes to the culture in two ways. First of all it serves as a functional tool to aid the performance of its crew or employees. Secondly they create the inspiring environments.
So the managers at S-Mart, expect their employees to volunteer time at a local veteran center for two reasons. One is, the employees will improve their performances, fulfilling the company’s mission of commitment, empathy and compassion. Secondly, they will leave a good social gesture on others and create an inspiring environment for others to put their part as well.