THE ROLE OF ORGANIZATIONAL CULTURE IN PROMOTING THE INNOVATIVE ACTIVITIES OF THE ORGANIZATION

Abstract

Organizational culture and innovative activities of the enterprise are closely interconnected, since the culture of the organization determines its ability to innovate. The article examines the role of organizational culture in stimulating the innovative activity of the enterprise. First of all, the article analyzes the influence of cultural aspects on the motivation of employees, creation of a favorable environment for creativity and willingness to take risks, which are key factors of successful innovative activity. Focusing on concepts and theories related to the relationship between organizational culture and innovation, the article offers a deeper understanding of this interaction. The role of leadership and its impact on cultural aspects of an organization through attitudes, behaviors and management decisions are highlighted. The importance of collective effort and responsibility of all levels of management in implementing organizational culture at the enterprise is considered. It is noted that the effective implementation of culture requires the active participation of management at all levels, the HR department and the culture  development management team. An important role in the formation of a favorable innovative culture is assigned to the department of research and development (R&D). The article presents the results of scientific research that illustrate the importance of the development of certain aspects of culture to stimulate innovative activity. Attention is focused on key aspects of digital transformation, such as the use of advanced technologies, changes in communication processes and organizational structure, which affect cultural values and approaches in the organization, as well as innovative activity. The main conclusion of the article emphasizes the importance of creating a favorable environment in the organization that supports creativity, open exchange of ideas and knowledge, risk-taking and learning from mistakes, as well as flexibility and adaptability in stimulating innovation. The article provides enterprises with valuable insights and recommendations for increasing their innovation potential through the development of organizational culture, which contributes to the creation of a favorable environment for  creativity, open exchange of ideas and effective management of the innovation process.