In this article, the authors analyzed the leading digital companies in the hi-tech industry in order to identify trends in the relationship of leadership styles in companies and strategies chosen by companies to maintain market competitiveness. The authors give an assessment of the impact of the corporate culture formed by the leader in the company on the business models established within the company. To identify the prevailing leadership style, the authors selected 30 digital companies from all over the world who occupy a leading position in the innovative sector of the economy and their leaders. Leaders were typed based on the Blake-Mouton managerial grid. The correlation of leadership style and the basic strategy of the company is based on the theory of innovative development of J. Schumpeter. The analysis of business models of the leaders of the hi-tech market of Google and Yandex based on the canvas of Ostelwalder-Pigneur, the results are compared with the organizational culture of the company and an interpretation of the identified dependencies is given.