Communication and Market Orientation as Part of an Innovation Strategy in Smart Textile Companies

Innovation and entrepreneurship are increasingly important in economic development in almost every country and region on the planet, and market competition drives organizations to greater efficiency. In the face of all these global economic transformations and the specificities of the markets, we address the reasons why people are becoming increasingly entrepreneurial in the European textile and clothing industries, and how innovation and communication have become so important in the strategies for entrepreneurship in these industries. The strong economic impact that entrepreneurial companies in the European textile and clothing sector have on economic development and job growth has meant that almost all European governments have created support for entrepreneurship and innovation in the textile and clothing sector.