INNOVATION – A FACTOR FOR SUSTAINABILITY OF INTERNATIONAL COMPANIES

In the modern conditions of economic globalization and increased competition, the role of innovation is increasing as a factor in increasing the competitiveness and sustainable development of business organizations. International companies, having the advantage of greater resources – financial, material and human – at their disposal, can implement different types of innovations – technological, product, marketing, organizational and socially responsible, in order to adapt quickly to dynamic changes in the economy and society, and to develop sustainably. The aim of this article is to theoretically and empirically investigate the implementation of innovations in international companies as a factor for their sustainability, based on a specific example of a multinational company. The research methodology includes scientific research approaches and methods, such as: analysis and synthesis, content analysis, historical method, case study method, observation method.