Executives want their companies to be ready for any change. It is a shared opinion that innovation is the roadmap to remain competitive. For this reason, continuing education plans and courses on innovation are proposed to the management and company’ financial and technological commitment to innovation is growing every day. Surprisingly in 2009 Tellis and colleagues, after studying more than seven hundred companies based in 17 major markets, proposed corporate culture as the primary driver of real innovation. This new concept, as more recently Jay Rao and Joseph Weintraub reported, raises at least two questions: when is it possible to say that a company has an innovative culture? And if the enterprise does not have a creative culture, is there any way it can build one? To this regard, Rao and Weintraub proposed a way to measure “how creative is a company's culture?
