Abstract: Continuous innovation is becoming a necessity if
firms want to stay competitive. Different factors influence the rate of
innovation in a firm, among which corporate culture has often been
recognized among the most important factors. In this paper we argue
that the development of corporate culture that will support and foster
innovation must be accompanied with an appropriate reward system.
A research conducted among Croatian firms showed that a
statistically significant relationship exists among corporate culture
that supports innovations and reward system features.