Competitiveness through innovation – a pillar for achieving sustenability

This paper represents a theoretical-methodological foray on the need to develop competitive advantages in order to achieve sustainability. Competitiveness is analyzed as a basic pillar in creating a safe path to achieving sustainability. Although, lately, more and more works deal with the issue of sustainability, this topic remains open to research, in order to outline various aspects of the given problem. More and more international provisions are dedicated to this issue, which outlines its importance. In order to achieve sustainability, companies develop their products, marketing activities, generate new approaches to attract customers, to harmoniously combine the economic side with the social and environmental side in generating tangible solutions to differentiate themselves from their competitors, which helps them to step firmly. on the path of sustainability. The aim of the paper is to make a theoretical-methodological foray to achieve the sustainability of companies in order to increase their competitiveness. The research methodology is focused on several methods such as: analysis, synthesis, induction, deduction, induction, abduction, qualitative research. Finally, we reiterate that companies that claim to be firmly on the path to sustainability deserve to invest in achieving competitiveness as a defining factor of sustainable development.