This article describes the current area of research regarding the shaping of culture. Many researchers emphasize that organizational culture plays a very important role in supporting innovation. The aim of the article is to present a method of modeling social behavior in organizations by appropriately shaping a pro-innovative organizational culture. Based on both theoretical considerations and empirical studies, the characteristics of organizational culture that foster and inhibit innovation are discussed. An outline of the method for shaping an organizational culture conducive to innovation is elaborated.