In the literature, there is a concern to identify those dimensions that are of major importance for achieving performance in innovation and allow for a better understanding and approaching of the innovation within the firm. Among these dimensions, the organizational culture is found in all specialized researches and standards. The research is conducted on a representative sample of managers and employees within the organizations of two representative industries from Romania, the IT&C industry and the machine building industry, in order to emphasize the relevant differences found in terms of the organizational culture. The paper highlights that the companies\' management attaches a greater importance to those elements underlying the formation of an organizational culture in the IT&C industry than in the automotive industry. Motivation is complex if viewed from the perspective of the innovation-oriented effort. A number of criteria for analyzing the impact on innovation, criteria which be considered in examples of good practices is identified for the concept of the organizational culture. A quantitative research, based on a market survey attended by managers from some companies is approached. (C) 2018 The Authors. Published by Elsevier B.V.