LEADING INNOVATION AND CULTURAL CHANGE

LEADING INNOVATION AND CULTURAL CHANGE 
Introduction
Emerging markets lead to bringing evolutionary changes by most companies in terms of innovative and technological advancements in order to have stability in the market. The report will focus on the various innovation theories and strategies that can be beneficial in penetrating niche markets. Current innovative approaches that are being adopted by the company are the subject matter of discussion. Different factors leading to macro and micro environmental changes have been discussed comprehensively, taking into account GDP, Monetary and Fiscal Policies, and consumer spending. International market expansion strategy has been recommended for the company to have better profitability in the market. Local and international companies are major threats, and thereby making strategies with this viewpoint can be beneficial in systematic risk management. Furthermore, while moving in the international market, it is required to know the local tastes, purchasing behaviour, customer’s needs, and product quality.