A model for creating innovative strategies for an enterprise and its application to a rural enterprise

Innovations are argued to be one of the main sources of sustainable competitive advantage. This study presents a model for creating ideas and formulating them into strategic alternatives for an enterprise. Value‐focused thinking, including clearly defining and structuring the fundamental values of an enterprise in terms of objectives and using those objectives to guide and integrate decision making, offered the main line for the model. The model clarifies the information about the factors impacting on the situation under study and stimulates thought and communication within the group participating in planning. An application of the model was constructed and applied to a small enterprise involved in agriculture, forestry and subsidiary business.