In this paper we propose five common points for companies to innovate and adapt to constant change. For this, we study the interdependence between the organizational structure and information flows in generating ideas. It has beenobserved that to practice innovation, a company must develop an efficient and effective information management, considered as a principal resource or value for making decisions. This research is based in grounded theory which allows, through the collection and analysis of qualitative data, to build new theory.
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