Competitiveness is a reflection of the combativeness of companies to stand out in the market and is an indicator of creativity. The same is with societies (countries). They compete in the global market. Concreteness includes every strategy of differentiation, but each does not necessarily mean innovation and the possibility of maintaining a leading position or conquering a competitive market. Viewed from the societal level, innovation is a key factor in enabling a sustainable economy and development. This refers to innovations that solve some of the burning issues of society and eliminate inequalities, and radically change the processes and views. Countries that invest in the development of innovation strengthen their position in the market by offering solutions and thus contribute to the development of society. Highly developed countries have a higher degree of innovation and competition. These two dimensions are determined by a number of factors that are intertwined and conditioned. Less developed countries do not have the opportunity to realize the innovations. Despite they can have potential, especially in the comparative advantages (natural resources). Prerequisite for the development of innovation and management of sustainable competitiveness is the regulation of the country's system to ensure the basic inputs of innovation, which are: knowledge, creative thinking, application of new technologies, infrastructure and regulations and a stimulating entrepreneurial climate. In order to achieve a knowledge society that eliminates problems through innovation, cooperation at the global level and the adoption of the principles of socially responsible behavior is a condition.