Marian – Florentin GHENA, Liviu - Daniel GHICULESCU


This paper delves into the intricate relationship between innovation, competitive advantage, and product development within organizational contexts. It underscores that innovation transcends mere idea generation; it represents a multifaceted journey from conceptualization to execution, demanding entrepreneurial vision and adaptability. Research consistently affirms the pivotal role of innovation in business success, highlighting a robust correlation between innovation, profitability, and performance spanning diverse industries. The aim of this work is to develop a comprehensive research and development process within the headquarters (HQ) and an implementation process within its subsidiary entities.

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