From Support to Structure: Incubator Roles in Shaping Corporate Culture and Enabling Well-Being in Startups

Abstract

As startups navigate conditions of uncertainty and limited structure, the formation of a sustainable and coherent corporate culture becomes a key determinant of long-term success. Within this context, incubators serve not only as catalysts for business development but also as potential facilitators of cultural and social norms. This thesis investigates how Swedish incubators perceive and enact their role in supporting the cultural development and well-being of early-stage startups. Using a qualitative, abductive case study approach, data were collected through semi-structured interviews and observations involving founders, mentors and incubator staff across multiple Swedish incubators. Thematic analysis revealed four central themes: cultural foundations and value alignment, well-being and mental health, communication and team dynamics and structured support mechanisms. Findings suggest that incubators actively contribute to shaping startup culture by embedding routines and practices that originates in value clarity, founder coachability and promote team resilience. However, challenges persist in translating cultural ideals into everyday behaviours, particularly under pressure from operational demands. This study contributes to the literature on sustainable entrepreneurship by highlighting the incubator’s potential to foster organizational cultures that balance growth ambitions with human well-being. Future research is encouraged to examine these dynamics in broader geographic contexts and explore structured programs such as STEP in greater depth.