Notes that many companies pay “lip service” to the idea of innovation and stresses that becoming innovative requires an organisational culture which nurtures innovation and is conducive to creativity. Considers the nature of organisational climate and of organisational culture, focusing on factors which make for an effective organisational culture. Looks at the interplay between various organisational factors and innovation and suggests elements which promote innovation. Concludes that the most innovative companies of the future will be those which have created appropriate cultures and climates.
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