出版社：University Business Academy - Faculty of Economics and Engineering Management, Novi Sad, Serbia
摘要：In the today's dynamic and competitive business environment; companies are facing serious challenges in meeting the growing market demands and expectations of customers on the one hand and facing increasingly sophisticated regulations and technological obsolescence on the other. Many authors point out that innovativeness and innovations are key factors for companies to survive and achieve growth in the long run. In that sense; the concept of innovation is becoming a means of achieving and maintaining performance and growth. Companies realize the importance of inventiveness and that it is not enough to be just average; but to perform on the market with products and services that offer something new and that can attract the attention of consumers; and for this reason large financial resources are invested in the development of new products and services. This paper aims to highlight the importance of the concepts of innovativeness and innovation for companies. In other words; the concept of innovation management will be considered; whereas the importance of achieving a sustainable competitive advantage will be emphasized. The concepts of innovativeness and innovation will be seen in the context of entrepreneurship as one of the conditions for further development and growth of companies.
