Navigating organizational change: sequential vs simultaneous approaches to innovation management in modern enterprises

Purpose This study aims to explore the relationship between innovation and strategic management in contemporary enterprises, emphasizing the navigation of organizational change for sustainable competitive advantage. This study addresses the challenge of adapting to dynamic environments and the critical role of leadership, organizational culture and collaboration in successful innovation management. Design/methodology/approach The authors used the typology research design and comparative analysis to explore the principles and strategies underlying different innovation approaches. This study examines their impact on organizational structures, resource allocation and the integration of technological advancements with managerial practices. Findings The authors developed a typology of two innovation management models. The sequential approach emphasizes phased and incremental innovation, while the simultaneous approach advocates for dynamic and comprehensive integration of innovation across the organization. Each model presents distinct advantages and challenges, underscoring the need for a tailored approach based on the enterprise’s context and objectives. Mature companies may benefit from the sequential approach to gradually evolve their innovation, while new and high-tech-intensive companies can leverage the simultaneous approach for dynamic and continuous innovation. Research limitations/implications Future research should examine local bodies and trade unions’ perception on the energy crisis’ impact toward rural entrepreneurship. Practical implications The findings are useful to Greek and European policymakers and rural micro-entrepreneurs as the experience of dealing with several previous crises can be a useful tool when dealing with current and future crises. Originality/value This study enhances understanding of the complex interplay between organizational innovation and strategy. The authors recommend further exploration of emerging technologies, cultural values, collaboration, sustainable practices and changing customer behavior to boost innovation capabilities and achieve success.