Strategy innovation is a process of finding ways to change the rules of the game and exceed the competition by creating value for customers (designing creative solutions for customers) and for the organization itself (designing an innovative financial model). The initiative to establish a process of innovation and ensure continuous support to its ongoing execution is the highest level of comprehensive management of competitiveness. Strategy innovation involves using a set of business opportunities to build a reference frame for performing competitiveness management activities. The phases of the strategy innovation process are: exploring the development of the environment, discovering and evaluating business opportunities and dangers, and forming and evaluating a set of business opportunities with maximum potential.

Comprehensive management of competitiveness is the constant, systematic and planned performance of competitiveness management activities on all levels of the organization's business to improve its competitive position. On the highest level, it represents activities for managing strategy innovation and determining priority of competitive leverage. On the tactical level, it represents activities of planning and monitoring the strengthening of selected competitive leverage elements. On the operational level, it represents management of the activities which can facilitate the use of the selected competitive leverage elements. It also involves consistently increasing the quality of these management activities on all levels, because it demands metrics, reporting and decision making from employees responsible for the management of competitiveness.