In today's business world, change and innovation have become indispensable aspects for every organization that wishes to survive in the market in the long term. This is simply due to the fact that the modern market is characterized by an extremely high level of competition. As a result, therefore, many organizations have invested a significant amount of their resources in innovating and promoting change. These efforts are believed to contribute significantly to the realization of the goals of a modern organization. Change and innovation have become one of the basic concepts in modern organizations. An organization's competitiveness is determined by its desire to embrace innovation or the introduction of new and/or modified products to the market. Managers of the best performing organizations manage them in such a way that they can make the most of their human and technical resources through timely and effective responses to identified business challenges. Maximum use of human resources means that the company must be able to harness the skills and imagination of its staff to drive innovation from all dimensions of the organisation. Through this process, an organization will be in a position to effectively promote the continuous innovation of new products and services to the market. However, it is important to note that organizations must be able to critically analyze their environment in order to identify existing opportunities and problems. Innovation should be directed at satisfying a particular need or solving a particular problem. Otherwise, the innovation may not contribute anything to the success of an organization. For an organization's leadership to provide motivation and other incentives to increase employee productivity. An organization's ability to implement change plays a significant role in building the company's competitive advantage. Through innovation, an organization will be able to provide unique products characterized by a high level of quality and design. Works Cited Kotter, John P. and Leonard Schlesinger. “Choosing strategies for change”. Harvard Business Review 57 (March-April 1979): 106-114. Ramus, Catherine. Environmental innovation of employees in companies: organizational and managerial factors. Hampshire, UK: Ashgate, 2003.Wilson, John. Human Resource Development: Learning and training for individuals and organizations. London: Kogan Page Publishers, 2005.Daft, Richard L. and Dorothy Marcic. Understanding management. 7th ed. Mason, OH: Cengage Learning, 2010.