We introduce a framework that includes concepts for an idealization of a highly innovative
company capable of successfully introducing new products and services. The idealization starts
with the company's competitive strategy and its desire for innovation. The focus shifts to the
environment, where research suggests that the most innovative and successful companies
regularly scan their environment and proactively identify problems and opportunities before they
are a threat. Inside these companies, research suggests that they configure their formal
organization, work, people and informal organization to mutually reinforce each other in the
interest of generating and capturing ideas for product development and commercialization.