Core Counts, A qualitative study on core values' role in the innovation process

Sammanfattning: The study shows how core values affect the innovation process by creating an innovation culture. Core values also create an alignment which leads to conformity and lack of new ideas. Demonstrated is also that core values function as high impact areas of innovation, meaning that employees are encouraged to generate ideas within the fields of core values. Core values are also proved to be used as a decision criterion during the innovation process, which facilitates the process but also leads to bureaucracy and potentially lost market opportunities.