Innovation in companies and cultural orientation to innovation: A multilevel study

Abstract

Purpose: Test the influence of cultural orientation to innovation on the number of innovations measured in Brazilian companies. Originality/value: The study uses an approach that has not yet been explored in the area, the multilevel analysis. Design/methodology/approach: Five cultural orientation factors for innovation were considered: Rituals and Stories; Innovation strategies; Symbols and Heroes; Autonomy; and Standards and Communication. Innovation has been subdivided into four types: Product, service, technology, and administration. The study consisted of a sample of 345 individuals in 60 organizations. The relationship between variables was analyzed using both linear regression and multilevel modeling. Findings: The results of the regression analysis showed positive and negative relationships of all cultural factors with some kind of innovation. The multilevel analysis indicated a relationship between the two variables only in the factors Rituals and Stories and Symbols and Heroes, both at the individual level. The study indicates the existence of organizational culture characteristics that favor and inhibit innovation. In addition, the complexity of the subject and the consequent need for further studies are highlighted.