Innovation as a driver for organisational strategy

In recent years companies have been severely affected by economic crises. Surviving and achieving some performance has become the main concern of managers. The literature points to innovation as a driver capable of generating competitive advantage for companies. However, understanding how companies perceive contingencies and manage to anticipate in order to overcome obstacles has become the main concern of this work. To answer this question, a research was undertaken in companies located in one of the poorest regions of Brazil. The data collected were treated by means of factorial analysis. The obtained results show that the changes caused in the external environment are perceived through the company's network contacts. With the support of top management, employees develop innovative situations capable of generating the competitive advantage necessary for strategic success.