ABSTRACT
This chapter provides an understanding of how innovation leaders assess, clarify, and communicate an organization's culture and values; how they design and implement a new organizational culture; and how they build new roles and responsibilities to support innovation. An organizations culture responds to the organizational environment, structures day-to-day work assignments, and rewards the talents of its people. An organization's culture develops over time and is subject to a variety of positive and negative influences. Organizations commonly change to a culture of continuous innovation to develop a strategy of sustainable growth. To build a culture of continuous innovation, innovation leaders should focus on achieving a lasting competitive advantage, developing new roles that support innovation, encouraging high performance, and implementing employee reward systems that measure innovation. Innovation leaders are able to foster and promote organizational cultures that spark creativity and risk-taking, motivate and reward employees to think out of the box, and channel ideas to increase stakeholder value.
