How innovation could be embedded in the organizational culture?
In these times of economic downturn on which markets continue their ongoing plummeting; where customer loyalty appears to be continuously challenged and employee morale is affected by growing uncertainty, making investments in innovation is the best choice to ensure company´s profitability from a long term perspective. Nevertheless, in organizations with strong aversion to assume risks, most of the projects that could generate innovation are developed with a reactive approach, fragmentarily, understating change management practices, and with sparse commitment from Senior Management. Such a reactive perspective could signify the demise of those companies that are not agile enough in embracing innovation as key factor of competitiveness to face successfully these tough times of economic recession. When time elapses slowly and irreversibly, and there is no other opportunity to improvise, the sense of urgency in embracing innovation is imperative in achieving sustainable company´s viabilit
