As expressed in this definition, innovation, communication channels, time, and social system are the four key components of the diffusion of innovations. Four Main Elements in the Diffusion of Innovations Innovation Rogers offered the following description of an innovation: "An innovation is an idea, practice, or project that is Innovation is the practical implementation of ideas that result in the introduction of new goods or services or improvement in offering goods or services. ISO TC 279 in the standard ISO 56000:2020 defines innovation as "a new or changed entity realizing or redistributing value". Others have different definitions; a common element in the definitions is a focus on newness, improvement, and Innovation leads to a process of change in organizations and its market offerings, and is a the development of sustainable competitive advantage. In the words of Peter F Drucker (1954) 'there is only one valid definition of business purpose: to create a customer' and 'the business Journal of Management and Marketing Research In recent years, innovation is an important factor for developing organizations in a highly competitive world. Most scholars agree on the positive effect of the innovation on organization, and there are a few studies on the subject. The goal of this paper is to shed light on the definitions, types, importance and how to manage innovation. Innovation is defined as the ways in with an organization updates, changes, and improves its internal processes, manufacturing techniques, and management methods. Innovations must meet certain criteria to be successful, including meeting customer needs, satisfying expense and return on investment requirements, improving employee satisfaction innovation by drawing on studies from academic journals, practitioner outlets, and books. Our aim is to present a coherent perspective on the theory, tracing its intellectual history as it has evolved from a descriptive account of responses to technology change to a normative theory of innovation and competitive response. he purpose of the Between Invention and Innovation project is to support informed design of public policies regarding technology entrepreneurship and the transition from invention to innovation by providing a better understanding of the sources of investments into early-stage technology development projects. The definition or meaning of innovation can be defined as a process that involves multiple activities to uncover new ways to do things. It should not be confused with creation since this can be defined as the act of making, inventing, or producing something. However, new innovations can be realized with creativity. innovation play different roles at various stages. In earlier stages, incremental innovation is often associated with the adoption of foreign technology, and social innovation can improve the effectiveness of business and public services. High-technology R&D-based innovation matters at later stages of development, Innovation capability is influenced by external and internal factors that are mainly explanatory factors of firms ' innovation process and/or the outcome of the process. We identified few litera-ture reviews on innovation capability (see for example, Assink, 2006; Frishammar, Kurkkio, Abrahamsson, & Lichtenthaler, 2012; Bell & Figueiro, 2012 A disruptive innovation, by definition, starts from one of those two footholds. But Ube