class = "MsoNormal"> As the human species has adapted to changes in the environment over thousands of years, organizations adapt to their changing environment through radical innovations, surprising or shocking.

Some even themselves cause changes in the rules of competitive play through innovative business models: Ikea, Zara or Google itself, are banners of these tsunamis in the markets.

An organization builds sustainable competitive advantage through unique orchestration of its assets (tangible or intangible) allowing them to be cutting edge in their markets. However, orchestration and a unique, innovative, different, elements, a factor that contributes dramatically to the differentiation of an organization is its culture.

According to Shein, culture defines "how we do things here." Just as the personality is formed by adding several features that give the person a unique idiosyncrasies, culture consists of many parameters also make an organization is clearly distinct from the rest: the values ​​and beliefs, style leadership, organizational structure, symbols, routines and rituals, recognition and reward systems ....

The question here is: does it have any effect on a company culture is more or less innovative? if so, how can we change the culture to build a more innovative?

Clearly, the culture will flow directly influence how the innovation process: the generation of more or less innovative ideas in the degree of risk taking, speed to market innovations, and so on.

Consequently, we would make a good diagnosis of the characteristics that shape the culture of our organization to determine which elements act as catalysts and which ones should be modified as hinder innovative activity. After a good analysis, it remains to design and implement a plan of action to, little by little, forming an organization "innovatively excellent."