Using a management formula to standardize innovation management can be thought of as deeply contradictory, however, several successful firms in Spain have been certified under the pioneer innovation management standard UNE 166002. This paper analyzes the effects that standardization has in the attitudes and values as regard to innovation for a sample of firms by text-mining their corporate disclosures. Changes in the relevance of the concepts, co-word networks and emotion analysis have been employed to conclude that the effects of certification on the corporate behavior about innovation are coincident with the open innovation and transversalization concepts that UNE 166002 promotes.