“…However, firms' socio-cultural environment, which includes norms, customs and institutions, can also influence industry, business and organisational culture. Since innovation requires learning new ways of doing things, which also necessarily involves a continuous process of unlearning and forgetting old ways of doing thing (Senge 1990), culture can therefore significantly affect firms' propensity to innovate as well as their innovation success (Elenkov and Manev, 2005;Simmie, 2004;Ansoff, 1979;Drucker, 1998, Senge, 1990. In this respect, the construction industry is viewed as particularly conservative, with low innovation rates (Winch, 1998;Bregulla et al, 2003;Taylor and Lewitt, 2004;Widén, 2006;Visscher & Meijer, 2007).…”