ENTREPRENEURIAL INNOVATIVENESS AIMED AT ACHIEVING BUSINESS SUSTAINABILITY

Abstract

: 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.