THE ROLE OF THE ORIENTATION TOWARDS INNOVATION WITHIN ORGANISATION

:By finding new solutions to problems, innovation transforms the existing markets, changes the old ones, creates new ones; it can bring about huge profits or send small outsiders to dominant positions. The ability of developing new ideas and innovations is one of the top priorities in many organisations. The innovativity of the firm is a cultural aspect that positively influences the capacity of adopting and implementing new ideas, processes and products. Innovativity includes orientation towards innovation at organisational level. Identifying the needs and desires of a customer and delivering products and services that are able to satisfy these needs are keys to attaining organisational objectives. Customer orientation and orientation towards innovation are not incompatible; the important thing is that the organisations should be able to correctly appreciate the extent of their orientation in both directions. The orientation towards innovation has the potential of creating markets and consumers.