Innovation in the corporate world is the consistent search for new ways of establishing business’ strategies. These strategies come from non-explored possibilities and can be related to customer relations, process strategies, organizational structures, etc. In the last few years, innovation has been attached to technology, because it is considered that there is where the most unexplored possibilities are, and that they can bring huge benefits to companies.

Regarding innovation, it can be talked about product innovation, which is “the introduction of a good or service that is new or significantly improved with respect to its characteristics or intended uses”; process innovation, which implies new improvement strategies in operation activities; marketing innovation, this is, looking for more efficient ways to reach possible public; organizational innovation, in which we seek to organize the parts of the company in a new and more effective way (Mazzarol y Reboud, 2020).

Innovation is searched by many entrepreneurs, but it is also seen with suspicion by many others. The reason is that innovating can mean an important evolution for a business, but it also implies great risks. In general, the advice in an innovation attempt, is to have a strong technological system to give support and a previous investigation on success possibilities.