Innowacje w strategii rozwoju przedsiębiorstwa
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The complicated nature of modern, technology-based global economy, forcing companies to continuously take risks and search opportunities that arise in relation to the development of new markets, products, or new needs of consumers. Such innovations become an opportunity, which play a strategic role in the development of the company, as the choice of innovation strategy determines a firm’s competitive advantage. Besides, many rankings show that market leaders are usually the most innovative companies, achieving market success and trend-setting development for the entire industry. An example of such a leader is the L’Oréal Group, whose purpose is the pursuit of sustainable development, which reflects in the development of innovation in company’s products, production processes, as well as the entire organization and communication with the environment. Therefore, if companies really want to play a significant role in competitive markets, they should target on innovations, which should be considered rather in the category of a key component of the development strategy, than as a temporary solution or forced necessity.