Behavioral factors creating company’s culture of innovation

Purpose: The purposes of the article are to present the impact of behavioral factors on the creating in company innovation culture, showing the cause and effect relationship between the enterprise's environment and the development of the pro-innovation attitude of its employees. Design/methodology/approach: Desk research and statistical methods were used to prepare the article. As a result of the analysis of sources, it was found that the issues of creating an innovative organizational culture and behavioral aspects of innovation are usually limited to research on innovative work behavior (IWB), when the basis for pro-innovative behavior of employees in the company are behavioral patterns, social values and priorities created by the external environment. The use of statistical methods allowed to confirm this thesis. Findings: During the research, it was found that the innovative culture of enterprises is determined by behavioral models created under the influence of factors in the external environment, primarily the development of civil society, the level of democracy, freedom and equality under the law. Under the influence of these factors, social values, behavioral patterns, culture and attitudes of society members are shaped, which are the basis for creating an innovative culture in enterprises. Originality/value: Research results show that innovative culture is a derivative of the level of development of society. Behavioral models created by society constitute the "core" of employee behavior in an enterprise. At the company level, the elements of innovative culture correct behavioral models in accordance with the adopted development philosophy. Based on the use of A.Ellis' ABC model, it was proven that the key areas of innovative culture include managing employees' emotions, because their behaviors are a reaction not to events, but to their interpretations.