Abstract—An organisational culture open to creativity and innovation, is a key determinant of company competitiveness. Being a multidimensional phenomenon, innovation cultures can vary widely from one company to another. The survey which was conducted for the purpose of this paper aimed at analysing the pro-innovation organisational culture of Gaia (a Polish producer of lingerie). It was also designed to examine the different ways in which particular groups of employees perceived this culture. The obtained results indicate that the innovation culture of Gaia is market-oriented and customer-focused.

Index Terms—Organisational culture, innovation, market orientation, Poland.

Katarzyna Krot is with the Bialystok University of Technology, Management Department, Kleosin, Poland (tel.: +48857469808; fax: +48 85 663-19-88; e-mail: katarzynakrot@gmail.com).
Dagmara Lewicka is with AGH University of Science and Technology, Management Faculty, Kraków, Poland (e-mail: dagal@poczta.fm).

Cite: Katarzyna Krot and Dagmara Lewicka, " The Market Orientation as a Key Dimension of Innovation Culture – Study of Polish Lingerie Company," International Journal of e-Education, e-Business, e-Management and e-Learning vol. 3, no. 2, pp. 79-84, 2013.