WSEAS Transactions on Business and Economics
Print ISSN: 1109-9526, E-ISSN: 2224-2899
Volume 23, 2026
Market or Adhocracy Culture? Role of Organizational Culture in Organizational Innovativeness in Retail Industry
Authors: ,
Abstract: Remaining competitive in the fast-changing retail market is essential. A growing body of research emphasizes the importance of a supportive organizational culture in fostering creativity and innovation—two essential characteristics that must be “everlasting”. The values an organization chooses to embrace can either encourage or restrain innovation. For a culture to support innovation, it needs to be strong yet flexible, market-oriented without being overly reactive, and structured without hindering creativity. Innovation itself is multidimensional, influencing products, processes, and organizational and strategic approaches to business. So, is there a specific type of organizational culture that best supports innovation, particularly in the retail sector? What would the ideal organizational culture look like to foster innovation in this dynamic environment? The OCAI instrument (1999) was used to assess the dominant values related to key organizational dimensions, including dominant characteristics, organization leadership, management of employees, organization glue, strategic emphasis, and criteria of success. These values were then mapped to four types of organizational culture: adhocracy, clan, market, and hierarchy. This is the first time the OCAI instrument has been used to assess the cultural profile within the retail industry in Albania. A validated instrument of innovativeness was used to measure various types of innovation, including market, product/service, process, strategic, and behavioral innovation. The results indicate that market culture is predominant in the gathered data, which leads to a focus on market and product-oriented types of innovation. Additionally, a linear regression analysis was conducted to examine the relationship between organizational culture and innovation. The findings suggest a causal connection between these two variables within the consumer electronics industry.
Search Articles
Pages: 1-19
DOI: 10.37394/23207.2026.23.1