THE INNOVATION CULTURE ESTABLISHMENT PROCESS

Phuoc D. Nguyen

The innovation culture establishment process starts with the right mindset that innovation leaders need to anticipate the unforeseen. Creative thinking and teamwork can be motivated, rewarded, and discouraged in many ways, both open and delicate. Innovation leaders should lead this process in the right innovation direction. Roffeei, Yusop, and Kamarulzaman (2018) proposed, “Innovation culture supports the creation of innovative ideas and their implementation. Values and beliefs are verbally and non-verbally communicated which shape the individual and organizational behaviors.” (p. 39). Companies change their innovation culture, so they can adapt when new processes and ideas come in, this helps people focus on conceptualization and analysis when market growth accelerates.

The innovation culture begins by accepting that the world has changed and innovation leaders keep their open minds to the changes that are coming. There are many pieces in the innovation picture, and each organization has a different appearance. Therefore, the way each company creates its innovation culture is not the same. Davila, Epstein, and Shelton (2013) suggested, “An innovative culture embraces balance and disequilibria. A balanced culture permits the peace that creativity and value creation need. At the same time, the organization needs to move forward, and only challenges and surprises will move the company forward.” (Locations 4217 & 4218). Culture is not one of the simplest issues to be considered when it comes to dealing with big businesses, it is a complement to the formal regulations established during business operations. Innovation leaders understand and implement the engagement of innovation culture to follow the company’s mission that will guide employees when they face unexpected incidents.

Oster (2011) indicated, “The CEO must develop intentionally and consciously promote a corporate culture that consistently encourages ‘weird’ ideas, small experiments, and prototypes that sometimes fail. The CEO mantra of most successful organizations is failing forward fast.” (Loc. 2531). Sustainable businesses are firmly rooted in their creativity and innovation skills such as creativity, imagination, sharing, and empathy.