Emerald - Building Organisational Culture That Stimulates Creativity and Innovation

European Journal of Innovation Management
Building organisational culture that stimulates creativity and innovation

E.C. MartinsF. Terblanche
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E.C. MartinsF. Terblanche, (2003),"Building organisational culture that stimulates creativity and innovation", European
Journal of Innovation Management, Vol. 6 Iss 1 pp. 64 - 74
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Introduction
Building organisational
culture that stimulates
creativity and
innovation
Post-industrial organisations today are

knowledge-based organisations and their
success and survival depend on creativity,
innovation, discovery and inventiveness. An
effective reaction to these demands leads not
only to changes, in individuals and their
behaviour, but also to innovative changes in
organisations to ensure their existence (Read,
1996). It appears that the rate of change is
accelerating rapidly as new knowledge, idea
generation and global diffusion increase (Chan
Kim and Mauborgne, 1999; Senge
et al., 1999). Creativity and innovation have a
role to play in this change process for survival.
The result is that organisations and leaders try
to create an institutional framework in which
creativity and innovation will be accepted as
basic cultural norms in the midst of
technological and other changes. Authors like
Ahmed (1998), Martell (1989), Pheysey
(1993), Robbins (1996) and Schuster (1986)
have emphasised the importance of
organisational culture in this context.
Organisational culture appears to have an
influence on the degree to which creativity and
innovation are stimulated in an organisation.
E.C. Martins and

F. Terblanche
The authors
E.C. Martins is Management Consultant in
Organisational Diagnostics, Glenvista, Johannesburg,
South Africa.
F. Terblanche is a Senior Lecturer in the Department of
Information Science, University of South Africa, Pretoria,
South Africa.
Keywords
Organisational culture, Creativity, Innovation, Attitudes
Abstract
The purpose of this article is to present, by means of a
model, the determinants of organisational culture which
influence creativity and innovation. A literature study
showed that a model, based on the open systems theory
and the work of Schein, can offer a holistic approach in
describing organisational culture. The relationship
between creativity, innovation and culture is discussed in
this context. Against the background of this model, the
determinants of organisational culture were identified.
The determinants are strategy, structure, support
mechanisms, behaviour that encourages innovation, and
open communication. The influence of each determinant
on creativity and innovation is discussed. Values, norms
and beliefs that play a role in creativity and innovation
can either support or inhibit creativity and innovation
depending on how they influence individual and group
behaviour. This is also explained in the article.
Research problem
In some organisations, action is taken to
stimulate creativity and innovation. The right
steps may have been taken, such as involving
personnel in decision making, recruiting and
appointing personnel with creativity
characteristics, setting standards for work
performance and giving regular feedback, but
creativity and innovation are hampered in some
way. The culture of an organisation may be a
contributing factor in the extent to which
creativity and innovation occur in an
organisation (Johnson, 1996; Judge et al.,
1997; Pienaar, 1994; Shaughnessy, 1988;
Tesluk et al., 1997; Tushman and O'Reilly,
1997). The current organisational culture and
the demands of creativity and innovation may
lead to a conflict situation.
This leads to the question: What
determinants of organisational culture have
an influence on stimulating and promoting
organisational culture in organisations?
This central research question is subdivided
into the following more specific research
questions:
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Volume 6 . Number 1 . 2003 . pp. 64-74
# MCB UP Limited . ISSN 1460-1060
DOI 10.1108/14601060310456337
64

Volume 6 . Number 1 . 2003 . 64-74
E.C. Martins and F. Terblanche

.
What is the role of organisational culture

in organisations?
How can the dimensions of organisational
culture be described?
What is understood by creativity and
innovation in organisations?
What is the relationship between creativity,
innovation and organisational culture?
What determinants of organisational
culture have an influence on creativity
and innovation in organisations?
How can a culture supportive of creativity
and innovation be built?
behaviour, norms, values, philosophy, rules of

the game and feelings all form part of
organisational culture (Hellriegel et al., 1998;
Smit and Cronje, 1992).
Organisational culture forms an integral
part of the general functioning of an
organisation. A strong culture provides shared
values that ensure that everyone in the
organisation is on the same track (Robbins,
1996). The role that organisational culture
plays in an organisation can be divided into
the functions of organisational culture and the
influence that organisational culture has on
the different processes in the organisation.
Furnham and Gunter (1993) summarise
the functions of organisational culture as
internal integration and coordination. Based
on a literature study of the functions of
organisational culture, internal integration
can be described as the socialising of new
members in the organisation, creating the
boundaries of the organisation, the feeling of
identity among personnel and commitment to
the organisation. The coordinating function
refers to creating a competitive edge, making
sense of the environment in terms of
acceptable behaviour and social system
stability (which is the social glue that binds
the organisation together) (Martins, 2000).
Organisational culture offers a shared system
of meanings, which forms the basis of
communication and mutual understanding. If
the organisational culture does not fulfil these
functions in a satisfactory way, the culture
may significantly reduce the efficiency of an
organisation (Furnham and Gunter, 1993).
Organisations use different resources and
processes to guide behaviour and change.
Organisational culture complements rational
managerial tools by playing an indirect role in
influencing behaviour. Culture epitomises the
expressive character of organisations: it is
communicated through symbolism, feelings,
the meaning behind language, behaviours,
physical settings and artifacts. Rational tools
and processes like strategic direction, goals,
tasks, technology, structure, communication,
decision making, cooperation and
interpersonal relationships are designed to do
things. The expressive practice of culture is
more a reflection of a way of saying things
(Coffey et al., 1994). An example is the role
that organisational culture plays in the
mission and goal statements. Organisational
culture fills the gaps between what is formally
announced and what actually takes place. It is
The purpose of this article is to present, by

means of a model, the determinants of
organisational culture which influence the
degree of creativity and innovation in an
organisation.
Method
A literature study, which was descriptive in
nature, was undertaken. The aim is to
describe the phenomena as accurately as
possible. Literature in the managerial sciences
is used to describe organisational culture,
creativity and innovation in organisations.
The demands that creativity and innovation
place on the culture of an organisation are
derived from the literature study.
Organisational culture defined and its

role in organisations
Organisational culture is defined in many
different ways in the literature. Perhaps the
most commonly known definition is ``the way
we do things around here'' (Lundy and
Cowling, 1996). In this research
organisational culture is defined as the deeply
seated (often subconscious) values and beliefs
shared by personnel in an organisation.
Organisational culture is manifested in the
typical characteristics of the organisation. It
therefore refers to a set of basic assumptions
that worked so well in the past that they are
accepted as valid assumptions within the
organisation. These assumptions are
maintained in the continuous process of
human interaction (which manifests itself in
attitudes and behaviour), in other words as
the right way in which things are done or
problems should be understood in the
organisation. The components of routine
65

Volume 6 . Number 1 . 2003 . 64-74
Against this background and the work of

Schein (1985), Martins (1987) developed a
model to describe organisational culture based
on the typical ideal organisation and the
importance of leadership in creating an ideal
organisational culture. Martins' model is based
on the interaction between the organisational
sub-systems (goals and values, structural,
managerial, technological and psychosociological sub-systems), the two survival
functions, namely the external environment
(social, industrial and corporate culture) and
the internal systems (artifacts, values and basic
assumptions), and the dimensions of culture.
The dimensions of culture encompass the
following (Martins, 1987, 1997):
.
Mission and vision (determines personnel's
understanding of the vision, mission and
values of the organisation and how these
can be transformed into measurable
individual and team goals and objectives).
.
External environment (determines the
degree of focus on external and internal
customers and also employees'
perception of the effectiveness of
community involvement).
.
Means to achieve objectives (determines the
way in which organisational structure and
support mechanisms contribute to the
effectiveness of the organisation).
.
Image of the organisation (focuses on the
image of the organisation to the outside
world and whether it is a sought-after
employer).
.
Management processes (focuses on the way
in which management processes take
place in the organisation. It includes
aspects such as decision making,
formulating goals, innovation processes,
control processes and communication).
.
Employee needs and objectives (focuses on
the integration of employees' needs and
objectives with those of the organisation
as perceived by employees/personnel).
.
Interpersonal relationships (focuses on the
relationship between managers and
personnel and on the management of
conflict).
.
Leadership (focuses on specific areas that
strengthen leadership, as perceived by
personnel).
the direction indicator that keeps strategy on

track (Martins, 2000).
Model to describe organisational

culture in organisations
Several models have been developed to
describe the relationships between phenomena
and variables of organisational culture. Some
examples are the model of organisational
culture as part of organisation reality
developed by Sathe (1985), which focuses on
the influence of leadership, organisation
systems and personnel on the actual and
expected behaviour patterns, the effectiveness
thereof for the organisation and the level of
personnel satisfaction brought about by these
behaviour patterns. The criticism of this model
is that it does not examine the influence of
external factors on the organisational culture.
Schein's (1985) model depicts the levels of
organisational culture, namely artifacts, values
and basic assumptions and their interaction.
Schein's model is criticised for not addressing
the active role of assumptions and beliefs in
forming and changing organisational culture
(Hatch, 1993). Some researchers see
organisational culture in organisations against
the background of the systems theory
developed by Ludwig von Bertalanffy (1950)
and adapted by several authors such as Katz
and Kahn who initially applied the systems
theory to organisations in 1966 (French and
Bell, 1995), Kast and Rosenzweig (1985) and
Kreitner and Kinicki (1992) for application in
the organisational development field. The
systems approach offers a holistic approach,
but also emphasises the interdependence
between the different sub-systems and
elements in an organisation, which is regarded
as an open system (French and Bell, 1995).
The organisation system model explains the
interaction between the organisational subsystems (goals, structure, management,
technology and psycho-sociology). This
complex interaction, which takes place on
different levels, between individuals and
groups within the organisation, and with other
organisations and the external environment,
can be seen as the primary determinant of
behaviour in the workplace. The patterns of
interaction between people, roles, technology
and the external environment represent a
complex environment which influences
behaviour in organisations.
This model is a comprehensive model which

encompasses all aspects of an organisation
upon which organisational culture can have
an influence, and vice versa. This model can
therefore be used to describe organisational
66

Volume 6 . Number 1 . 2003 . 64-74
procedures, new to the relevant unit of

adoption, designed to significantly benefit the
individual, the group, organization or wider
society''. It appears that the context in which
a new idea, product, service or activity is
implemented determines whether it can be
regarded as an innovation within that specific
context (Martins, 2000).
Innovation is often associated with change
(Drucker (1985) cited in West and Farr, 1990;
Robbins, 1996; Hellriegel et al., 1998).
Innovation is regarded as something new which
leads to change. However, change cannot
always be regarded as innovation since it does
not always involve new ideas or does not always
lead to improvement in an organisation (CIMA
Study Text, 1996; West and Farr, 1990). An
example of change that cannot be regarded as
an innovation is changing office hours in an
exceptionally hot summer season.
In the research under discussion innovation
can be defined as the implementation of a
new and possibly problem-solving idea,
practice or material artifact (e.g. a product)
which is regarded as new by the relevant unit
of adoption and through which change is
brought about (Martins, 2000).
The concepts of creativity and innovation in
the context of this research (determining
which determinants of organisational culture
influence creativity and innovation) can be
illustrated as in Figure 1.
According to Figure 1 creativity and
innovation can be regarded as overlapping
constructs between two stages of the creative
process, namely idea generating and
implementation.
culture in an organisation and thus be used as

background to determine which determinants
of organisational culture influence the degree
of creativity and innovation in organisations.
Creativity and innovation in

organisations
The concepts of creativity and innovation are
often used interchangeably in the literature.
Consequently, it is important to analyse these
concepts in the context of this research. Some
definitions of creativity focus on the nature of
thought processes and intellectual activity
used to generate new insights or solutions to
problems. Other definitions focus on the
personal characteristics and intellectual
abilities of individuals, and still others focus
on the product with regard to the different
qualities and outcomes of creative attempts
(Arad et al., 1997; Udwadia, 1990).
Creativity as a context-specific evaluation
can vary from one group, one organisation and
one culture to another and it can also change
over time. Evaluating creativity should
therefore be considered at the level of a person,
organisation, industry, profession and wider
(Ford, 1995). In the research under discussion
the context of creativity is at the level of the
organisation, and the concept of creativity can
be defined as the generation of new and useful/
valuable ideas for products, services, processes
and procedures by individuals or groups in a
specific organisational context.
Definitions of innovation found in the
literature vary according to the level of
analysis which is used. The more macro the
approach (e.g. social, cultural), the more
varied the definitions seem to be (West and
Farr, 1990). Some definitions are general and
broad, while others focus on specific
innovations like the implementation of an
idea for a new product or service. In an
organisational environment, examples of
innovation are the implementation of ideas
for restructuring, or saving of costs, improved
communication, new technology for
production processes, new organisational
structures and new personnel plans or
programmes (Kanter (1983) cited in West
and Farr, 1990; Robbins, 1996).
West and Farr (1990) define innovation as
follows: ``the intentional introduction and
application within a role, group or
organization of ideas, processes, products or
Relationship of creativity and

innovation with organisational culture
Organisational culture seems to be a critical
factor in the success of any organisation.
Successful organisations have the capacity to
absorb innovation into the organisational
culture and management processes (Syrett
and Lammiman, 1997; Tushman and
O'Reilly, 1997). According to Tushman and
O'Reilly (1997) organisational culture lies at
the heart of organisation innovation.
The basic elements of organisational culture
(shared values, beliefs and behaviour expected
of members of an organisation) influence
creativity and innovation in two ways:
67

Volume 6 . Number 1 . 2003 . 64-74
perceive what is considered valuable and

how they should act in the workplace.
Figure 1 Defining creativity and innovation
Organisational culture affects the extent to

which creative solutions are encouraged,
supported and implemented. A culture
supportive of creativity encourages innovative
ways of representing problems and finding
solutions, regards creativity as both desirable
and normal and favours innovators as models
to be emulated (Lock and Kirkpatrick, 1995).
Against the background of the systems
approach which sees organisations as open
systems consisting of different sub-systems
interacting with one another, Martins (2000)
explains the relationship between organisational
culture, creativity and innovation as follows.
Certain environmental circumstances,
strategic approaches, the values and actions of
top management, organisational structure and
technological cycles can be associated in the
following ways with organisational cultures
that support creativity and innovation:
.
External environment (e.g. economy
and competitiveness encourage
continual changes in products,
technology and customer preferences)
(Kanter (1988) cited in Tesluk et al.,
1997).
.
Reaction to critical incidents outside and
within the organisation, which is reflected
in the strategy (e.g. innovation strategy) of
the organisation (Robbins, 1997; Schein
(1990) cited in Tesluk et al., 1997).
.
Managers' values and beliefs (e.g. free
exchange of information, open
questioning, support for change, diversity
of beliefs) (Amabile, 1988; Kanter, 1988;
King and Anderson (1990) and Woodman
et al. (1993) in Tesluk et al., 1997).
.
The structure of the organisation, which
in turn allows management to reach
organisational goals (e.g. flexible
structure characterised by
decentralisation, shared decision making,
low to moderate use of formal rules and
regulations, broadly defined job
responsibilities and flexible authority
structure with fewer levels in the
hierarchy) (Hellriegel et al., 1998).
.
Technology, which includes knowledge of
individuals and availability of facilities (e.g.
computers, Internet) to support the creative
and innovative process (Shattow, 1996).
(1) Through socialisation processes in

organisations, individuals learn what
behaviour is acceptable and how activities
should function. Norms develop and are
accepted and shared by individuals. In
accordance with shared norms, individuals
will make assumptions about whether
creative and innovative behaviour forms
part of the way in which the organisation
operates (Chatman (1991) and Louis
(1980) both cited in Tesluk et al., 1997).
(2) The basic values, assumptions and beliefs
become enacted in established forms of
behaviours and activity and are reflected
as structures, policy, practices,
management practices and procedures.
These structures and so on impact
directly on creativity in the workplace, for
example, by providing resource support
to pursue the development of new ideas
(Tesluk et al., 1997). In this way
individuals in organisations come to
The assumptions of personnel in the

organisation on how to act and behave within
68

Volume 6 . Number 1 . 2003 . 64-74
which creativity and innovation take place in

the organisation. This influence can be
divided into five determinants of
organisational culture. Each of these
determinants is discussed briefly to describe
their influence in promoting or hindering
creativity and innovation.
the sub-systems context, as explained above, will

have an impact on the degree of creativity and
innovation in the organisation (Martins, 2000).
Based on the explanation of the relationship
between organisational culture, creativity and
innovation, the question now arises as to which
specific determinants of organisational culture
have an influence on the degree to which
creativity and innovation are encouraged and
stimulated in the organisation.
Determinants of organisational culture

that support creativity and innovation
Based on a literature study it was found that
there is little agreement on the type of
organisational culture needed to improve
creativity and innovation. There also seems to
be a paradox in the sense that organisational
culture can stimulate or hinder creativity and
innovation (Glor, 1997; Tushman and
O'Reilly, 1997). Several researchers (Ahmed,
1998; Filipczak, 1997; Judge et al., 1997;
Nystrom, 1990; O'Reilly, 1989; Pinchot and
Pinchot, 1996; Tesluk et al., 1997) have worked
on identifying values, norms and assumptions
involved in promoting and implementing
creativity and innovation. Very few empirical
studies, and especially quantitative research,
seem to have been done to support the findings
of researchers, but several values, norms and
beliefs have been identified by researchers such
as Judge et al. (1997), Nystrom (1990) and
O'Reilly (1989) in their empirical research.
In order to synthesise the cultural values
and norms that influence creativity and
innovation, as found in the literature, the
following integrated interactive model was
created (Martins, 2000).
In studying the influence of organisational
culture on creativity and innovation, it became
clear that the dimensions of Martins' model a
of organisational culture (1987, 1997) have a
direct bearing on the influence of
organisational culture on creativity and
innovation. Consequently this model was used
as a starting-point in developing a model of the
determinants of organisational culture that
influence creativity and innovation. Although
the newly developed model may illustrate only
part of the phenomenon, it offers a startingpoint for improved understanding.
The model (Figure 2) shows that the
dimensions that describe organisational
culture have an influence on the degree to
69
Strategy
An innovation strategy is a strategy that
promotes the development and implementation
of new products and services (Robbins, 1996).
Covey (1993) claims that the origin of creativity
and innovation lies in a shared vision and
mission, which are focused on the future.
Furthermore, the vision and mission of a
creative and innovative organisation are also
customer- and market-oriented, focusing on
solving customers' problems among other
things (CIMA Study Text, 1996).
An example of a vision that emphasises
creative and innovative behaviour is: `Òur
company will innovate endlessly to create new
and valuable products and services and to
improve our methods of producing them''
(Lock and Kirkpatrick, 1995).
It is also important that employees should
understand the vision and mission (which
support creativity and innovation) and the
gap between the current situation and the
vision and mission to be able to act creatively
and innovatively.
Judge et al. (1997) describe successful
innovation as chaos within guidelines; in
other words top management prescribes a set
of strategic goals, but allows personnel great
freedom within the context of the goals.
Organisational goals and objectives reflect
the priorities and values of organisations and
as a result may promote or hinder innovation
(Arad et al., 1997). Hall (cited in Arad et al.,
1997) found that personal and organisational
goals that emphasise quality rather than
effectiveness improve the levels of innovation.
It appears that reflecting the value of
purposefulness in the goals and objectives of
organisations has an influence on creativity
and innovation. Arad et al. (1997) mentions
that, apart from a few research studies,
sufficient research about the effects of
organisational and individual goals and
objectives has not yet been done.
Structure
Organisational culture has an influence on the
organisational structure and operational

Volume 6 . Number 1 . 2003 . 64-74
Figure 2 Influence of organisational culture on creativity and innovation
creativity and innovation. On the other hand,

values like rigidity, control, predictability,
stability and order (mostly associated with
hierarchical structures) will hinder creativity
and innovation (Arad et al., 1997).
It is especially the values of flexibility as
opposed to rigidity, and freedom as opposed
to control, that are emphasised in the
literature. A high level of responsibility and
adaptability also accompanies an
organisational structure that allows for
flexibility. Examples of flexibility in
organisations are to make use of a job rotation
programme or to do away with formal and
rigid job descriptions.
Freedom as a core value in stimulating
creativity and innovation is manifested in
systems in an organisation (Armstrong,

1995). The structure seems to emphasise
certain values which have an influence on the
promotion or restriction of creativity and
innovation in organisations.
In the innovation literature, much has been
written about the structural characteristics of
organisations and according to Arad et al.
(1997) and the CIMA Study Text (1996) a
flat structure, autonomy and work teams will
promote innovation, whereas specialisation,
formalisation, standardisation and
centralisation will inhibit innovation.
As regards the influence of organisational
culture on a structure that supports creativity
and innovation, values like flexibility, freedom
and cooperative teamwork will promote
70

Volume 6 . Number 1 . 2003 . 64-74
autonomy, empowerment and decision making.

This implies that personnel are free to achieve
their goals in an automatic and creative way
within guidelines (described as ``chaos within
guidelines'' by Judge et al. (1997)). Personnel
therefore have the freedom to do their work and
determine procedures as they see fit within the
guidelines provided. Management should also
believe in personnel and encourage them to be
more creative by allowing them more freedom,
in other words empowering them instead of
controlling them (Judge et al., 1997, p. 76).
The literature study revealed that the
degree to which employees have freedom and
authority to participate in decision making in
solving problems determines the level of
empowerment, which is positively related to
the level of creativity and innovation in an
organisation (Arad et al., 1997, p. 4).
The speed of decision making can also
promote or inhibit creativity and innovation.
Tushman and O'Reilly (1997, p. 117) claim
that cultural norms which lead to quick
decision making (e.g. that speed is important
and that the work rate is fast) should promote
the implementation of innovation.
Co-operative teams are identified by some
authors as having an influence on the degree to
which creativity and innovation take place in
organisations. Well-established work teams
which allow for diversity and individual talents
that complement one another should promote
creativity and innovation (Arad et al., 1997;
Mumford et al., 1997). Cross-functional teams
which encourage social and technical
interaction between developers and
implementers can improve and promote
creativity and innovation. Another important
aspect is that team members should be able to
trust and respect one another, understand one
another's perspectives and style of functioning,
solve differences of opinion, communicate
effectively, be open to new ideas and question
new ideas. Such effective teamwork is partly
based on team members' skills and abilities
and partly on the shared values within the
group (e.g. values about shared trust and
solving differences) (Shattow, 1996; Tushman
and O'Reilly, 1997).
technology and creative people, are

mechanisms that play this role.
Behaviour that is rewarded reflects the
values of an organisation. If creative
behaviour is rewarded, it will become the
general, dominant way of behaving (Arad
et al., 1997). The problem is that many
organisations hope that personnel will think
more creatively and take risks, but they are
rewarded for well-proven, trusted methods
and fault-free work. Personnel should also be
rewarded for risk taking, experimenting and
generating ideas. Intrinsic rewards like
increased autonomy and improved
opportunities for personal and professional
growth may support the innovation process
(Shattow, 1996; Amabile and Gryskiewicz
(1987) and Kanter (1983) cited in Arad et al.,
1997). It is also important to reward
individuals as well as teams (Tushman and
O'Reilly, 1997). Management should be
sensitive to which methods of reward and
recognition will inspire personnel in their
specific organisation to be more creative and
innovative (Tushman and O'Reilly, 1997).
An organisational culture that promotes
creativity and innovation should allow
employees time to think creatively and
experiment (Shattow, 1996). In organisations
where creativity and innovation are
encouraged, personnel are, for example,
allowed to spend 15 percent of their time on
generating new ideas and working on their
favourite projects. Emphasis on productivity
and downsizing, which leads to more pressure
on employees to work harder, is not
conducive to creativity and innovation in
organisation (Filipczak, 1997).
Information technology as a support
mechanism is an important resource for
successful innovation (Shattow, 1996). In
organisations where it is part of the culture to
use computer technology such as the Internet
and intranet to communicate and exchange
ideas, the chances of creativity and innovation
taking place are improved (Bresnahan, 1997;
Khalil, 1996).
Recruitment, selection and appointment and
maintaining employees are an important part
of promoting the culture of and specifically
creativity and innovation in an organisation.
The values and beliefs of management are
reflected in the type of people that are
appointed. Apart from personality traits like
intelligence, knowledge, risk taking,
inquisitiveness and energy, a value like diversity
Support mechanisms
Support mechanisms should be present in the
culture of an organisation to create an
environment that will promote creativity and
innovation. The literature study revealed that
rewards and recognition and the availability of
resources, namely time, information
71

Volume 6 . Number 1 . 2003 . 64-74
balance should be reached in the degree to

which risk taking is allowed. This can be
achieved by spelling out expected results,
assigning the responsibility of monitoring and
measuring risk taking to someone in the
organisation, creating a tolerant atmosphere
in which mistakes are accepted as part of
taking the initiative, regarding mistakes as
learning experiences, and assuming that there
is a fair chance of risks being successful.
Research by Nystrom (1990) indicates that
the most creative and innovative departments
in an organisation regard competitiveness as an
important aspect of their culture. According to
Read (1996, p. 226), competitiveness in
organisations has shifted to the creation and
assimilation of knowledge. In creating a
culture of competitiveness managers should
reach out to internal and external knowledge,
encourage debating of ideas, create an
environment in which constructive conflict will
lead to information flow, support projects
based on information flow and actively manage
the choice of organisational design.
Support for change is a value that will
influence creativity and innovation positively
(Arad et al., 1997; Eyton, 1996; Glor, 1997;
Johnson, 1996; Tushman and O'Reilly, 1997).
Managers can create a culture that supports
change by looking for new and improved ways
of working, creating a vision that emphasises
change and revealing a positive attitude
towards change (Arad et al., 1997; Tushman
and O'Reilly, 1997). An example of a culture
in which change is supported is to expect
personnel, when stating their annual objectives
for the year, to indicate how they intend
changing their work methods.
Tolerance of conflict and handling conflict
constructively are values that support creative
and innovative behaviour in organisations
(Mumford et al., 1997; Robbins, 1997; Judge
et al., 1997). When there is conflict between
different ideas, perceptions and ways in which
information is processed and evaluated, the
process of handling conflict should be
handled constructively to promote creativity
and innovation. Understanding different
individual thinking styles and training
personnel in the process of constructive
confrontation will create a culture supportive
of creativity and innovation.
is of utmost importance in the appointment of

creative and innovative people. Appointing
people of diverse backgrounds should lead to
richer ideas and processes that should stimulate
creativity and innovation (Bresnahan, 1997;
Gardenswartz and Rowe, 1998).
Behaviour that encourages innovation
Values and norms that encourage innovation
manifest themselves in specific behavioural
forms that promote or inhibit creativity and
innovation.
The way in which mistakes are handled in
organisations will determine whether
personnel feel free to act creatively and
innovatively. Mistakes can be ignored, covered
up, used to punish someone or perceived as a
learning opportunity (Brodtrick, 1997).
Tolerance of mistakes is an essential element
in the development of an organisational
culture that promotes creativity and
innovation. Successful organisations reward
success and acknowledge or celebrate failures,
for example, by creating opportunities to
openly discuss and learn from mistakes (Ryan,
1996; Tushman and O'Reilly, 1997).
An organisational culture in which
personnel are encouraged to generate new
ideas, without being harmed, and where the
focus is on what is supported instead of on
what is not viable, should encourage creativity
and innovation (Filipczak, 1997). Fair
evaluation of ideas will also support and
encourage creativity (Amabile, 1995).
Several authors (Arad et al., 1997; Lock and
Kirkpatrick, 1995; Samaha, 1996) indicate that
an organisational culture that supports a
continuous learning orientation should
encourage creativity and innovation. By
focusing on being inquisitive, encouraging
personnel to talk to one another (e.g. to clients
within and outside the organisation to learn
from them), keeping knowledge and skills up to
date and learning creative thinking skills, a
learning culture can be created and maintained.
Taking risks and experimenting are
behaviours that are associated with creativity
and innovation. A culture in which too many
management controls are applied will inhibit
risk taking and consequently creativity and
innovation (Judge et al., 1997). The
assumption that risks may be taken as long as
they do not harm the organisation will not
encourage personnel to be creative and
innovative by experimenting and taking risks
(Filipczack, 1997, p. 37). It is imprrtant that a
Communication
An organisational culture that supports open
and transparent communication, based on
72

Volume 6 . Number 1 . 2003 . 64-74
It may be concluded that there is a need for

empirical research to support the theoretical
research findings on the organisational
culture determinants that support creativity
and innovation in organisations.
trust, will have a positive influence on

promoting creativity and innovation (Barret,
1997; Robbins, 1996). Teaching personnel
that disagreement is acceptable, since it offers
the opportunity to expose paradoxes, conflict
and dilemmas, can promote openness in
communication. At the same time personnel
must feel emotionally safe to be able to act
creatively and innovatively and should
therefore be able to trust one another, which
in turn is promoted by open communication.
An open-door communication policy,
including open communication between
individuals, teams and departments to gain
new perspectives, is therefore necessary to
create a culture supportive of creativity and
innovation (Filipczak, 1997; Frohman and
Pascarella, 1990; Samaha, 1996).
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European Journal of Innovation Management

Building organisational culture that stimulates creativity and innovation

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About Emerald www.emeraldinsight.com

Post-industrial organisations today are

E.C. Martins and

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Building organisational culture that stimulates creativity and innovation

European Journal of Innovation Management

E.C. Martins and F. Terblanche

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What is the role of organisational culture

behaviour, norms, values, philosophy, rules of

The purpose of this article is to present, by

Organisational culture defined and its

Building organisational culture that stimulates creativity and innovation

European Journal of Innovation Management

E.C. Martins and F. Terblanche

Against this background and the work of

the direction indicator that keeps strategy on

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Model to describe organisational

This model is a comprehensive model which

Building organisational culture that stimulates creativity and innovation

European Journal of Innovation Management

E.C. Martins and F. Terblanche

procedures, new to the relevant unit of

culture in an organisation and thus be used as

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Creativity and innovation in

Relationship of creativity and

Building organisational culture that stimulates creativity and innovation

European Journal of Innovation Management

E.C. Martins and F. Terblanche

perceive what is considered valuable and

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Figure 1 Defining creativity and innovation

Organisational culture affects the extent to

(1) Through socialisation processes in

The assumptions of personnel in the

Building organisational culture that stimulates creativity and innovation

European Journal of Innovation Management

E.C. Martins and F. Terblanche

which creativity and innovation take place in

the sub-systems context, as explained above, will

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Determinants of organisational culture

Building organisational culture that stimulates creativity and innovation

European Journal of Innovation Management

E.C. Martins and F. Terblanche

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Figure 2 Influence of organisational culture on creativity and innovation

creativity and innovation. On the other hand,

systems in an organisation (Armstrong,

Building organisational culture that stimulates creativity and innovation

European Journal of Innovation Management

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E.C. Martins and F. Terblanche

autonomy, empowerment and decision making.

technology and creative people, are

Building organisational culture that stimulates creativity and innovation