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

Some even themselves cause changes in the game competitive through innovations in business models: Ikea, Zara or Google itself, are banners of these tidal waves in the markets.

An organization builds sustainable competitive advantage through the unique orchestration of its assets (tangible or intangible) allowing them to be the spearhead of their markets. However, in addition to a unique orchestration, 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 shaped by the sum of several traits that give the person a unique idiosyncrasies, culture consists of many parameters also cause 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: is there any effect of culture in a company 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: in generating innovative ideas more or less, in greater or lesser risk taking, in speed to market of innovations, etc.

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 what other should be changed as they interfere with innovative activity. After a good analysis, it only remains to design and implement a plan of action to, little by little, by assembling an organization "innovatively excellent."