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Rapid changes in market characteristics and the technological innovations are common and faster challenges, resulting in products, processes and technologies. The competitive advantage is volatile, difficult to obtain and more difficult to maintain and strengthened with consumers who through their individual choices polarization confirms the recognition performance and award competitive advantages, thus causing the competitive ranking of companies present in a particular market. The competitive advantage lies in the focus of the performance of companies in competitive markets and innovation is a source for obtaining and consolidating it.
Companies will need to demonstrate the capacity to adapt to changes in the business environment so as to maintain the heled positions. This paper treats this aspect behavior that companies should adopt to get on the account of innovation a sustainable competitive advantage.