This paper deals with an aspect of introducing innovations into organizational culture in Serbian companies. An ad hoc questionnairre was designed consisting of twenty one items in order to confirm our claim that questionnaire could be a useful tool for collecting data about employees’ assumptions (third cognitive level of organizational culture according to Schein). Answers from 1,206 employees in 75 randomly selected Serbian companies have been gathered. The data was analysed on two levels: descriptive and in-depth by performing exploratory factor analysis. Descriptive level analysis provided data from the second cognitive level (values) according to the Schein`s theory.
Key words: Introducing innovation, organizational culture, Schein theory, exploratory factor analysis, organizational culture levels
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