MANAGEMENT INNOVATION OF PRODUCTS AND SERVICES IN STRATEGIC MANAGEMENT

Modern business environment is very dynamic, unpredictable, turbulent, characterized by: a shorter life cycle of products or services, with expressive competition on a global scale, transition of society from an industrial to a society in which knowledge is treated like a critical resource in the economy, volatility of the market and economic conditions. Constantly impose new challenges that the management of a modern organization faces to achieve effective and efficient operations, which makes the manager's job more complex and dynamic, in constant struggle to rich the business position and to improve it. Only those businesses companies that are willing to promote innovation, change and continuously working on improving the quality of its products and services know what success is. Otherwise, their existence can seriously be in questione. Those companies that are not willing to innovate, will hardly be able to keep up with the global competition. Now days, in new circumstances the consumers in time, where their information are more accessible than ever, have a wide choice and the possibility to decide what is most acceptable to them. Crude market conditions do not forgive errors. Essential is to learning and to innovate in the modern business environment and it can not be only a privilege of management, but it must become obligation and needs of all employees. Organizations expected of employees that innovate becomes a state of their consciousness and aware of its usefulness in the way that every day do something for their environment and for their economic subject. By investing in employee skills, the company will indirectly invest in improving their products and services.