An Insight into Building Sustainable and Innovative Culture for Organisations

Abstract

Different cultures play different roles in the organisation and identifying the strength of an effective culture is the
absolute need during the changing dynamics of the market. Barney (1986) noted that it is difficult to change the culture
unless that culture becomes a source of sustained competitive advantage. It is thus very important to understand the
impact the culture of organisation has on its business performance. This paper attempts to focus on the impact of culture
on innovation and sustainability. The paper also discusses on the importance of sustainable and innovative culture in the
organisations and also the factors which affect them. An effort has also been undertaken to point out some practices
which can sustain an innovative and sustainable culture. Today, companies engage in developing economically valuable
characteristics in their cultures, such as innovation or other important organizational objectives, which helps them to
differentiate and sustain. Innovation has played and continues to play an increasingly crucial role in determining
organizational success as a guiding performance and competitive advantage (Leskovar-Spacapan and Bastic, 2007).
Thus, this paper will provide an insight into the activities the organisation should focus in the process of building up an
innovation and sustainable culture.