HOW TO STRENGTHEN A CULTURE OF INNOVATION BY COMBINING VALUES-BASED AND EVIDENCE-BASED INNOVATION MANAGEMENT

Values-based management and evidence-based innovation management both improve a company's innovation performance. However, there are no systematic studies of how combining values-based and evidence-based innovation management influences the innovation culture in mid-sized B2B companies. In this exploratory case study, we describe how a longitudinal analysis of innovation culture and a values-based initiative were combined in a 7-step approach. which was applied in a global mid-sized B2B manufacturer of drug-delivery systems and pharmaceutical components over a three-year period. The results of the longitudinal innovation culture survey and the analysis of front-end innovation key performance indicators provided insight into the positive impact of new normative company values on the organisation's innovation culture as well as on the effectiveness of the idea generation process. The exploratory case study demonstrates how a customised combination of values-based and evidence-based innovation management elements can systematically strengthen an organisation's innovation culture and the effectiveness of its idea generation process.