Business innovation strategies to gain a competitive advantage

Milthon Lujan Monja

Artificial intelligence has a significant impact on companies' innovation strategies
Artificial intelligence has a significant impact on companies’ innovation strategies

In the fast-paced and ever-evolving current business landscape, innovation is the key to staying ahead of the competition. To revolutionize your business and gain a competitive edge, you must adopt the best innovation strategies that drive growth, increase profitability, and elevate your brand to new heights.

In this dynamic digital era, where change is the only constant, companies must be adaptable and forward-thinking to succeed. This means not only keeping up with the latest trends and technologies but also being proactive in identifying innovation opportunities.

From developing innovative products and services to implementing disruptive business models, there are countless ways to foster innovation within your organization; however, these must be framed within innovation strategies that optimize the use of financial resources and human capital.

Implementing an innovation strategy will enhance the operational performance of the business, allowing it to operate more effectively and efficiently, ensuring the company’s sustainability.

In this article, we will explore the key strategies of business innovation that will help you transform your business, inspire your team, and create a lasting impact in the market. Get ready to challenge the status quo and unlock the potential for growth and success in your business.

What Are Innovation Strategies?

A strategy is nothing more than a commitment to a set of consistent policies or behaviors that reinforce each other aimed at achieving a specific competitive goal. In this framework, Van Zandt (2022) defines innovation strategy as a plan that organizes milestones for future growth in an effort to meet unmet customer needs.

Based on the above definition, we can understand that innovation strategies are a set of carefully planned and executed actions that organizations take to drive innovation within their business. These strategies help companies stay relevant, adapt to changing market conditions, and capitalize on new opportunities.

In this regard, Sheth and Sinfield (2022) indicate that innovation strategy is conceptualized as a set of context-dependent, logically supported options that act as management levers for innovating in an industry.

It is important to note that innovation strategies can encompass a wide range of activities, from introducing new products and services to improving operational processes and implementing new business models.

The Importance of Business Innovation Strategies

Innovation plays a crucial role in the survival and growth of any company; however, driving innovation processes requires them to be framed within strategies that respond to value creation based on customer needs.

Without an innovation strategy, companies will struggle to weigh the disadvantages of various practices, such as collaboration and co-creation with customers. In the sense that company innovation strategies focus on the core value of the company and how it can expand to meet customer needs or seek a new market.

In this way, companies must develop an innovation strategy that determines how the company seeks and solves the problem at an organizational level; synthesizes ideas, concepts, and design into the business strategy.

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According to Pisano (2015), the problem of efforts to improve innovation faced by companies is rooted in the lack of innovation strategies. In this way, an innovation strategy can ensure that your business is at the forefront and meets new customer needs as they arise (Van Zandt, 2022).

According to the research findings of Karlsson and Tavassoli (2015), companies that choose and allow themselves to have a complex innovation strategy (a combination of innovations in product, processes, organization, and marketing) perform better in terms of their future productivity compared to both companies that choose not to innovate (baseline group) and those companies that choose simple innovation strategies (only product, process, organization, or marketing).

On the other hand, Seclen et al. (2021) studied the effects of innovation strategies on productivity and environmental impact, concluding that innovation strategies have a greater positive effect on environmental impact in large companies compared to small companies.

Types of Business Innovation Strategies

To revolutionize your business, you need to adopt innovation strategies that align with your goals and objectives. Karlsson and Tavassoli (2015) highlight that innovation strategies can be simple, where companies focus on introducing only one type of Schumpeterian innovation (i.e., product, process, market, or organization) at a time, or the strategy can be complex, where companies combine several types of simple strategies at once.

Here are some types of business innovation strategies that can help you stay ahead of the competition:

Disruptive Innovation Strategies

Disruptive innovation strategies involve the introduction of new products, services, or business models that fundamentally change the way an industry operates.

This strategy often targets underserved or overlooked market segments and aims to create new markets or disrupt existing ones.

Disruptive innovation can change the rules of the game for companies, enabling them to outperform the competition and gain a significant competitive advantage.

Incremental Innovation: Continuous Improvement

Incremental innovation focuses on making small incremental improvements to existing products, services, or processes.

This strategy involves continuously refining and improving your offerings to deliver better value to your customers. By making continuous improvements, companies can remain relevant, enhance customer satisfaction, and maintain a competitive edge.

Incremental innovation is especially effective in mature industries where radical changes may not be feasible.

Open Innovation: Collaboration with External Partners

Open innovation involves partnering with external organizations, such as suppliers, customers, or research institutions, start-ups, universities, or business incubators, to co-create and develop new ideas, products, or services.

By leveraging the expertise and resources of external partners, companies can access a broader set of knowledge and accelerate the innovation process. In this regard, Love et al. (2014) found evidence that changes in the strategy of individual manufacturing plants in Ireland towards a more “open” strategy are accompanied by higher innovation outcomes.

In the same sense, the research findings of Liao et al. (2020) on open innovation strategies in companies highlight that higher technological capability with a high level of market information management capability increases the effectiveness of outgoing open innovation for superior performance.

Open innovation also allows companies to access new markets, gain access to new technologies, and reduce the risks associated with innovation.

Examples of Successful Innovation Strategies

To truly understand the power of innovation strategies, let’s take a look at some real-life examples of companies that have successfully revolutionized their industries through innovative practices:

Apple Inc.

Apple Inc. is an excellent example of a company that has always embraced innovation to gain a competitive edge. From the introduction of the iPod, which revolutionized the music industry, to the iPhone, which transformed the mobile phone market, Apple has consistently pushed the boundaries of innovation.

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By focusing on user experience, design, and seamless integration of hardware and software, Apple has built a loyal customer base and set new benchmarks for innovation in the technology industry. In this regard, we can identify both disruptive and incremental innovation strategies, as the iPhone was a completely new product, and the company has been making incremental improvements through new models.

Tesla Inc.

Tesla Inc. has revolutionized the automotive industry by introducing electric vehicles that combine cutting-edge technology, performance, and sustainability. By challenging the status quo and reinventing the traditional car, Tesla has positioned itself as a leader in the electric vehicle market.

Tesla’s innovative approach to battery technology, autonomous driving, and energy storage has not only revolutionized the automotive industry but has also inspired other manufacturers to invest in electric vehicles and sustainable transportation solutions.

Tesla also employs both disruptive and incremental innovation strategies.


Airbnb revolutionized the hotel industry by offering a platform that allows people to rent out their homes or spare rooms to travelers. By harnessing the sharing economy and providing an alternative to traditional hotels, Airbnb has created a global community of hosts and guests.

Through its innovative business model, Airbnb has transformed the way people travel and experience new destinations while providing a source of income for millions of hosts worldwide.

Airbnb employs an incremental innovation strategy as it expanded its service focus.

How to Create and Implement Innovation Strategies in Your Business

Now that we’ve explored different innovation strategies and seen real-life examples of their effectiveness, it’s time to implement these strategies in your own business. Here are some steps to get started:

Foster a Culture of Innovation

Fostering a culture of innovation is about creating an environment where employees are encouraged to think creatively, share ideas, and take calculated risks. Provide resources and support for innovation initiatives.

Research Customer Needs

You must research the current and future needs of your customers. Understanding changes in your customer base’s needs is critical to consistently deliver value through your products/services (Van Zandt, 2022).

Listen to your customers, understand their needs, and involve them in the innovation process. By putting the customer at the center of your innovation efforts, you can create products and services that truly resonate with your target market.

Additionally, always stay alert to changes that may arise in the market or your industry environment, which may include technology and market surveillance processes.

Set Clear Goals and Objectives

Define what you want to achieve through innovation and align your innovation strategies with your business objectives. This will help focus your efforts and ensure that innovation is driven by a purpose.

Your innovation strategy should reflect what you want to achieve from the innovation process, for example: developing a new product, protecting market share, expanding the market, etc.

Having clear objectives is important as it allows you to align the entire company, in addition to improving the efficiency in the use of company resources.

Invest in Research and Development

Allocate resources to research and development activities to explore new technologies, trends, and market opportunities. Stay up to date with industry advancements and invest in continuous learning.

Collaborate with External Partners

Seek partnerships with external organizations, such as startups, universities, or research institutions, to leverage their expertise and resources. This can drive innovation and provide access to new markets and technologies.

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Adopt a Value-Creation-Centric Approach

Whether you are initiating innovation processes in products, processes, organization, or commerce, what should prevail is who you are creating value for. This means changes in the business model.

Innovation strategies create the environment within your company to create and innovate
Innovation strategies create the environment within your company to create and innovate. Source: Piyapong Saydaung in Pixabay


Innovation is no longer a luxury but a necessity for companies that want to thrive in the current competitive landscape. By adopting the best innovation strategies, companies can revolutionize their operations, drive growth, and gain a competitive edge.

Whether through disruptive innovation, continuous improvement, or collaboration with external partners, companies have endless opportunities to innovate and make a lasting impact on the market.

Remember, innovation is a journey, not a destination. It requires a mindset that embraces change, challenges the status quo, and continuously seeks new opportunities. So, take the first step today and start revolutionizing your business through innovation. The future belongs to those who dare to innovate and shape the world around them. Will you be one of them?

Now, go ahead and unlock the potential for growth and success in your business through innovative practices. The possibilities are endless, and the rewards are limitless.

Bibliographic References

Karlsson, C., & Tavassoli, S. (2015). Innovation strategies and firm performance. Centre of Excellence for Science and Innovation Studies Working Paper Series, 401, 1-31.

Liao, S., Fu, L. and Liu, Z. (2020), “Investigating open innovation strategies and firm performance: the moderating role of technological capability and market information management capability“, Journal of Business & Industrial Marketing, Vol. 35 No. 1, pp. 23-39.

Love, J. H., Roper, S., & Vahter, P. (2014). Dynamic complementarities in innovation strategies. Research policy, 43(10), 1774-1784.

Pisano Gary. 2015. You Need an Innovation Strategy. Harvad Business Review.

Schmuck, R., & Benke, M. (2020). An overview of innovation strategies and the case of Alibaba. Procedia Manufacturing, 51, 1259-1266.

Seclen-Luna, J.P.; Moya-Fernández, P.; Pereira, Á. Exploring the Effects of Innovation Strategies and Size on Manufacturing Firms’ Productivity and Environmental Impact. Sustainability 2021, 13, 3289.

Sheth, A., & Sinfield, J. V. (2022). An analytical framework to compare innovation strategies and identify simple rules. Technovation, 115, 102534.

Ubaidillah, A., Arifin, Z., Mawardi, M. K., & Noerman, T. (2023, August). Identification of Innovation Strategies in Companies Using a Systematic Literature Review. In Fifth Annual International Conference on Business and Public Administration (AICoBPA 2022) (pp. 17-28). Atlantis Press.

Van Zandt Paul. 2022. What Is Innovation Strategy? Innovation Management.

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