The paper deals with the topic of organizational culture and presents it on a practical example of the Agrokor concern. The paper also contains empirical research related to innovations on the example of Agrokor. All organizations, including the military, have an invisible quality, a certain character and the way they function. That character of the organization and the way it functions can be stronger than any person or formal system. The business environment of a company is a complex concept, and as such is the focus of observation and research of this work based on a practical example of the Agrokor concern. The importance of organizational culture is immeasurable in today’s market business marked by dynamic and turbulent changes. The focus is on achieving efficiency, a pleasant working atmosphere and the promotion of skills and knowledge as a fundamental resource respectively capital. Such a way of researching and considering the problem is the key to achieving competition advantages where it is easier to implement innovations to successfully enter a dynamic market. The company (organization) should accept the changes that have occurred in the environment and implement them in time in its work. Such an idea should be supported and conitue to be applied to remain it as a habit in the company. Innovation is just as important as timeliness information that must, among other things, be clear, accurate and true. With all three factors, if the information is not timely, it is almost useless. It's the same way with innovation. Investing in the knowledge of employees as well as the selection of new ones is profitable over a long period of the time and it should be seen as on investment, but it shouldn't be seen through cost.