Special features of different innovative approaches towards shaping of organizational culture in service firms were analyzed in this paper. Methodological aspects of culture shaping were investigated. This allowed a better understanding of organizational culture as a social phenomenon: its emergence, existence, functioning, and development. It also allowed analyzing its meaning, nature, internal structure, and development logics. A particular emphasis was put on the role of an individual in society and on the development of the professional culture of the service firms’ personnel. Specific characteristics of service firms needed for the shaping of the organizational culture were defined and described. It was shown that the tools of organizational culture, such as learning and training of employees, are currently underrated.