This paper deals with current problems of innovation in manufacturing industries. The shortcomings are analysed as contradictions within the conventional modernity. The main characteristic that makes the transition from modernity to reflexive modernity in an era of not intentional side effects is the omnipresent increase of uncertainties at various societal levels. Furthermore, the emerging need for culturally appropriate regionalized products contributes to the need for a reconsideration of innovation assumptions and goals, which will end up with a reflexive innovation of (...) innovation. Finally, the innovation of innovation is embedded in the concept of culture of manufacturing, which provides a framework for assessing the prospects of trans-disciplinary collaboration between engineers and social scientists. (shrink)