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The paper discuses different approaches to the problem of innovation. It draws attention to the tendency of delivering innovation and synergy benefits among various stakeholders. It emphasizes the need of innovation performance, in order to reduce the development gap between Poland and other countries. Analysis of the level of innovation in each country and the effectiveness of innovation policy name Poland among the countries with the level of innovation below average for all European Union countries. The author pays attention to the necessity for creating new product value, but also new methods of development and creating new markets. In such context innovation is a challenge to enter the creativity age. It is completely new environment and new economy, where new occupations and skills are essential to wealth creation. To be innovative there is a need for skills and abilities development in order to perform on different markets and in different cultures. It can be achieved through development of technological knowledge, hiring employees having such knowledge, using technology, seeing a change as a chance, elastic approach, promoting creative and innovative people. It is connected with bigger scope of management responsibility including investment areas, stages of investment process and innovative strategy map. [ABSTRACT FROM AUTHOR]