Environmental uncertainty and changes in digital innovation strategy

Abstract

The changing environment brings new challenges to businesses, while the development of ICT and digital innovations offer new opportunities for growth. The purpose of the article is to determine whether high uncertainty conditions in the environment make it difficult for companies to undertake innovative actions and whether companies change their innovation strategies. The situation of high environmental uncertainty during the COVID-19 pandemic (2020-2021) was adopted. The conducted research confirmed changes in digital innovation strategies in the majority of cases studied. The research showed that the tendency of companies to change their innovation strategy depends on the size of the company and the type of activity, but not on the years of operation and market scope. It was found that the innovation strategies of most companies were based on the use of modern information technologies. In this case, there is a correlation with the size of the company and market reach. The influence of variables such as the length of the company's presence on the market and the type of business activity was not confirmed. The most commonly implemented digital innovations were related to internet technologies.