Organizational culture is defined as a system of assumptions, beliefs, values and norms of behavior that have been developed and adopted by members of an organization with their common experience. Organizational culture is developing through the mutual experience of members of the organization, which is obtained by solving everyday problems. Almost all organizational culture definitions mention values and norms. Therefore, values are classified both as material and as immaterial, depending on whether they are used to acquire material or immaterial wealth. The key organizational value is the creativity of employees, their loyalty to the organization, their honest attitude toward work, precision, etc. In a competitive business environment, only those companies that are able to design new ideas and / or unique products or applications will survive and succeed. Creativity goes hand in hand with innovations, higher creativity leads to more innovation. The development of organizational culture stimulates and promotes creativity, and innovation is the imperative of an organization seeking competitive advantage. The paper explores the relationship between culture, creativity and innovation, and is based on the primary data obtained in a survey conducted at Maraska d.d. The purpose of this paper is to find out whether the organizational culture has a direct and indirect impact on the creativity and innovation of the enterprise with a focus on Maraska d.d. to which purpose the primary research, interviews were conducted.