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Nowadays society is governed, on a constant basis, with ambiguous and uncertain economic trends and insecurity. Our research paper takes into account the solutions proposed by innovation in a society in which the dream of competitive intelligence and accountability seem sometimes to fail. The key issue that our ideas are based on for us, as research economists, is that the future of any type of society, including the Romanian one, is related to the complex process of innovation and in the capacity to better anticipate the need of correct and reliable knowledge. Furthermore, we strongly believe that providing better and improved knowledge at the right time and in the right place is a form of art that each of us should learn to handle better and better. But knowledge should also be turned into useful value, part which is done through the process called knowledge management. Knowledge management is, according to us, the only reliable source that can truly ensure the competitive advantage of any nation. A key element in the competitive advantage and also in the competitive intelligence process is the existence of well functional and well developed learning organizations. Our research paper starts with an introduction in which we have emphasized the place of innovation in learning organizations and which are the main aspects that generate innovation; continues with a literature review in which we have presented the opinions that academics, researchers and specialists regarding the use of innovation through competitive intelligence and accountability; presents in a theoretical approach what knowledge, knowledge management, innovation, competitive advantage, competitive intelligence, learning organizations are and also in what manner they can influence the evolution of the society; focuses on a case study of the Romanian’s society, in nowadays turbulent moments generated by the global economic crisis.

Innovation’s Role in Nowadays Society and the Ways to Generate Competitive Intelligence and Accountability: Case of Romania