Abstract
Recent academic and business evidence indicate that innovation is the key factor for companies' success and sustained fitness in a rapidly evolving, knowledge-networked economy. Companies that are able to embed and leverage an innovation culture in their organizations and stakeholders are likely to achieve superior performance. The innovation meme (a unit of cultural transmission or imitation that carries information responsible for innovations) is proposed as a key construct in identifying and leveraging the replicators of an organizational innovation culture. The article further suggests that the organizational fitness profiling process (OFP) is an appropriate tool for identifying the status of a company's innovation culture, and that a process of innovation meme management which focuses on various types of innovation replicators should include innovation meme tracking, shaping, and creation.