1. The key role of innovation in business dynamics

1.1 Innovation is the driving force behind entrepreneurship.

Innovation is a process that leads to the development of one or more new or improved products, services, processes, organizational forms, or business models in order to generate value for the innovating company with a view to meeting user expectations.

The concept of innovation is directly related to that of business. Virtually all business projects are originally based on innovation. Beyond exploiting their initial innovation and to avoid decline and disappearance, companies renew themselves through innovation.

This point is supported by three observations:

• According to Schumpeter