STRATEGIC APPROACHES TO INNOVATION PROCESS MANAGEMENT
DOI:
https://doi.org/10.5281/zenodo.17443926Keywords:
innovation management, business strategy, long-term investments, competitive advantage, digital transformation, artificial intelligence, R&D investments, innovation strategy.Abstract
This article examines the importance of innovation management in enterprises as a key factor for maintaining
competitiveness and achieving long-term success in modern organizations. It discusses the integration of innovation
efforts with business strategy, the advantages of investing in innovation, and the need to adapt to dynamic market
conditions. Empirical data is provided to demonstrate that innovation-oriented companies tend to show stronger financial
performance. The article highlights the role of digital transformation and artificial intelligence in fostering innovation, and
includes case studies such as Apple to showcase successful innovation strategies. The chapter concludes by emphasizing
the importance of balancing short-term results with long-term innovation objectives.
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