Ecological innovations as an element of the organization strategy

The aim of the study is to indicate the essence and increasing importance of the eco-innovations in the strategic activity of the enterprises as well as the potential benefits of eco-innovation for a long-term strategic objectives. The study systematize the knowledge on this topic, and indicate the necessity of their continuous development. The applied methodology is based on an analysis of available domestic and foreign literature. The function of innovation is to balance the product portfolio and maintain competitive advantages what enables to secure company’s financial inflows and build shareholder value in the long term. This is a new way of looking at the organisation, i.e. that looks at how innovation should be used for strategic advantage.