SUSTAINABILITY DEVELOPMENT AND INNOVATION: WHAT LINKS THESE TWO CONCEPTS?

For several years, the relationship between innovation and sustainable development has been the subject of some of work which has mainly focused on the innovation’s environmental strategic dimensions (Temri 2011). Currently, the integration of sustainable development into business becomes an innovation generator factor (Mathieu and Soparnot, 2007). The objective of this research paper is to verify the nature of the relationship between these two concepts in the Moroccan context. To do this, a survey was conducted among a sample of 40 companies within different areas of the Souss Massa region. Through this study, we can confirm that there is a double link between innovation and sustainable development. Indeed, the establishment of sustainable development is positively related to innovation not only by innovating or not, but also by the number of innovations and the areas of innovation affected.