The Strategic Innovation: Conceptual Framework
The Strategic Innovation: Conceptual Framework

Summary/Abstract: Organisational performance is influence by the organisation's ability to adapt to the environment it acts within, to benefit from identified opportunities, to face the threats and risks. In a complex and dynamic environment, success is possible through adopting a proactive market orientation. Proactive market orientation enhances the process of new product development and launching, to address latent customer needs. Most relevant research was focused either on strategy (and the process of strategic planning) or on innovation (and the process of new product development); thus, strategy and innovation have developed as largely separate schools of thought. In the last years, in literature, the concept of innovation began to be approached also in the context of the process of substantiation and implementation of strategy, giving birth to a new concept: strategic innovation. Strategic innovation represents innovation in strategy formation and implementing, which ultimately leads to creating and developing new market spaces. The present paper aims to present the approaches reflected by the literature, regarding the concept of strategic innovation, having as starting point the concepts of innovation and strategy

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