Achieving Performance in an Organization Through Marketing Innovation
Today any organization, regardless of the specific activity must be prepared to face radical and continuous changes, which characterizes knowledge-based society. In a rapidly changing environment, innovation has an important and mandatory place. The need for innovation is simple: changes are accelerating, which means that the authors do not know what is coming up in the future, which means more uncertainty, which means they would better innovate to both prepare for changes and make changes. This framework is the basis for further development of an innovation management model.