Identifying and measuring indices of innovation to gain competitive advantage in Benetton Iran Co

Innovation has a critical role in the organizations to help them stay dynamic and move forward. Due to the fact that "human resources" plays the most crucial role in an organization, if they lack innovative qualities, the survival of the organization would be in danger. In this survey the population of the research consists of the managers and employees of Benetton office in Tehran. The questionnaire contains 70 questions about variables of innovation culture in Benetton company. Considering the result of statistical analysis on 70 variable, 7 factors have been recognized as the main factors and named as below: Implementation, organizational preparation, organizational learning, market based orientation, tendency towards innovation, value based orientation and staff innovation and their empowerment. From above- mentioned items, the most important one is the innovation within the staff and empowering them while the lowest priority is dedicated to organizational learning.