10.2.2 Why Is Organisational Culture Important for Innovation?

We have already seen that organisational culture can influence employees’ attitude towards innovation and their participation in innovative activities. Culture can boost or freeze the innovation process. According to innovation guru Stephen Shapiro:
“A culture of innovation can be a company’s primary source of competitive advantage, and it can pay off steadily over the years. Any high-performance culture is difficult to replicate, but innovation is in a class by itself. Once embraced by employees, innovation becomes a way of life. It ensures that all the human capital is in step and striving to produce outcomes of value for the organisation.”1


1 www.24-7innovation.com/culturepressrelease.pdf viewed at 06.05.2008