•Developing innovation culture is one the principle company competitive advantages.•Thus, leaders should seek to foster a culture of innovation within their companies.•Internal Crowdsourcing initiatives: one of the best ways to develop such a culture.•This, in turn, encourages employee commitment to act as true agents of innovation. Leading companies point out that their main competitive advantage is an innovative organizational culture. However, not all organizations have a strong and effective culture by default, so it is useful to analyze the initiatives followed by those that do, and their contribution to cultural change. We explored the effects of internal crowdsourcing (IC) on the development of an innovation culture in large organizations. A partial least square-structural equation modeling (PLS-SEM) with the 244 observations obtained from three large organizations from Spain – Madrid City Hall, Sabadell Bank, and Endesa – was applied to test the framework proposed. Our study contributes to the literature due to the paucity of empirical studies on the influence of IC on the development of an innovation culture. The findings confirmed previous qualitative results and supported the important role of these types of initiatives for business managers who need to revitalize their organizational culture.