Jiao, H. & Zhu, Y. (2013). Can Firms Build an Innovation-oriented Culture in Turbulent Environments? Academy of Management Perspectives. Vol. 27 No. 3.

Abstract:

Innovation becomes very important in rapidly changing environments. Therefore, how to create an innovation-oriented corporate culture was among the important research problems explored by stock et al. (2013). In the paper, the interaction of innovation-related cultural values on innovation-oriented cultural artifacts through the mediation effect of innovation-oriented cultural norms was explored. Specifically, multiple layers included the major elements of any corporate culture related to innovation--cultural values, norms and artifacts. Moreover, Technological turbulence amplifies the link between innovation-oriented cultural artifacts and product program innovativeness, whereas market dynamism has a contrary effect. Finally, corporations can become more competitive through continuous technological innovation to meet customer’s needs, which is likely to result in a higher level of product program innovativeness.