A company's culture determines the relationships and actions of its employees within the company and shapes its external appearance. It is not openly visible, but is manifested indirectly through values, norms, attitudes and paradigms that employees collectively share.
The innovation culture, on the other hand, describes a specific characteristic of the corporate culture, which is primarily intended to promote the development of innovations within the company. Since innovation processes generally involve cross-departmental processes, the innovation culture functions as a kind of cross-sectional culture whose norms and values are shaped and supported by all those involved in the process. A positive innovation culture creates incentives for employees and leads to an increase in the innovative strength of the company.