Innovationsstrategien, die die Leistung und den Erfolg von Unternehmen beeinflussen

This article aims to analyze the impact of the innovation strategies chosen by companies on future performance and the productivity levels to be achieved. Taking into account the literature on innovation, supported by three case studies: Lego, Coca-Cola, and Alpina, the various available innovation strategies are presented, which can either support or refute the hypotheses derived from the research. The synthesis mainly consists of complex strategies to increase profit and the quality of investments, as well as a discussion of the differences between simple and complex innovation by examining strengths and weaknesses, such as excessive heterogeneity. The process of balancing product and process innovation is also introduced, which creates flexibility for new opportunities for customers and consumers, thus leading to business success through the achievement of sustainable competitive advantages in the market.