Abstract
This chapter focuses upon the ‘softer’ dimension of innovation, namely that of innovation cultures and innovation climates. The chapter presents a case arguing that, despite the fact that the softer side of innovation is often ignored, possession of a culture and organizational climate of innovation underpins long-term competitive success. The chapter looks at how climates and cultures of innovation can be built and sustained. Evidence is also presented to define the parameters necessary for organizational cultures to be effective, and the types of norms that need to be put in place to create innovative behaviour by employees.
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