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In this article, we see innovation as a social system, which is an important part of the management environment in an organization such as a firm. We attempt to explain how innovation as a system can capture the attention of actors during changes. Our aim is to analyse the relation between the innovation system and social actors to understand how the social system can determine action during changes. We argue that it is possible to identify three modes of innovation in the management environment that suits such a purpose: (1) a value-based entrepreneurial mode, (2) a technology-based functional mode, and (3) a strategic reflexive mode. In the strategic reflexive mode, which we consider to be the most important today, the innovation system seeks to determine action and capture the attention of actors through strategy and reflexivity.
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