Innovating for Trust
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Innovating for Trust

Edited by Marika Lüders, Tor W. Andreassen, Simon Clatworthy and Tore Hillestad

This book adopts a multidisciplinary approach to innovation, and argues that because innovation is always risky business, trust is an essential premise and outcome of successfully designing, developing and finally launching innovations. Each part of the book encompasses a different aspect of innovating for trust. It begins with the notion of trust, before covering the importance of trust in future thinking, business model innovation, service design, co-creation, the innovative organization and self-service technologies. It concludes with the importance of trust in commercializing innovations.
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Chapter 19: Developing innovative organizational culture

Tore Hillestad


Developing innovative and adaptable cultures, especially in service providers with long, and often proud, histories and traditions of product and control orientation, might cause tensions and be in conflict with current and past cultures. Thus, the very legacy of organizations that seek to be more service-oriented and innovative may represent a barrier to revolutionary transformation and to develop more adaptable and innovative cultures. Conflicts and tensions obviously represent barriers, but they are ultimately unavoidable in cultural transformations that challenge basic assumptions and institutionalized beliefs. Consequently, trust appears to be a novel mechanism for overcoming and balancing these challenges, as organizations seek to transform towards more adaptable and innovative cultures. In the chapter, the author argues that trust could potentially create favorable conditions for organizations that seek to be more service-oriented and experience-centric and develop more adaptable and innovative cultures.

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