Studying the Relationship between Innovation and StrategyThe world is moving too fast. If businesses dont catch up, they cannot survive. No one is aware about the future, but strategic moves can be planned by analyzing the upcoming business trends. Innovation is the up root of technology which is constantly changing. It is imperative for an organization to achieve synergy between innovation and strategy as it is the key to value creation.Majority of the organizations now days believe in creating differentiated advantage rather than competitive advantage. The differentiated advantage can only be created when the management decides the state which they want to achieve. The innovation in 21st century creates new ways for future business sustainability and consistency. In order to innovate for future, strategy planning is a key impute. A well designed business strategy is required by organizations to channelize the underpinned innovation as a tool for enhancing advantage over others in the marketplace.Organizations are now focusing on more strategic innovations as they are more logical and aligned with the corporate strategy. There is a strong relationship between innovation and strategy, as they both when combined increase profitability and growth. Successful value creation through innovation requires organizations to examine untapped markets, customer insights or explore new business platforms. For such actions innovation is not simply enough. Hence, innovation and strategy, despite being completely different requires amalgamate together in a logical manner to create positive relationship. This will lead organizations in achieving their ultimate goal which profitability.