INNOVATION MANAGEMENT MODEL BASED ON DYNAMIC CAPABILITIES

The accelerated technological advances and digital transformation processes in society make the business environment disruptive. Given this characteristic of the environment, organizations are faced with the urgent need to adjust and face changes in a new way, which is why innovation constitutes a fundamental premise in organizational performance and management. However, an adequate reading of the environment that allows adjustments to be made within the company and that allows its reconfiguration, finds foundations in the proposal of developing dynamic capabilities as elements that enhance the capacity for innovation in organizations. The article is based on the proposal of an innovation management model based on dynamic capabilities whose purpose is to strengthen the innovation capacity in service companies. The proposal incorporates the theme of dynamic capabilities and the establishment of routines as a novel element. Furthermore, they constitute a methodological proposal to tourism entities, where the study is developed, due to their low innovative potential in the country.