On the other hand, it considers to innovation in marketing as element bases, particularly the innovations in the commercialization channels, in the tactics and methods of operation. Only when the new technology has been commercialized successfully, new value can be created or be added. In order to carry out the commercialization of new products in more effective form and form more fast, the marketing innovation is necessary as a base for the technological innovation. It is provided necessary information and is accumulated of new products, channels of sale and methods. The organizational innovation, within the framework theoretical TIM, provides the structural frame. When an organization grows on a determined scale, a traditional pyramidal structure easily cause excess of personnel, low efficiency, and speed of slow answer. These changes in the structure finally they will have a negative impact in the innovating yield and the competitiveness of the company. The innovating companies require one more a oriented flatter structure and more to informal networks.
Also, for the paradigm of Total Management of the Innovation, the institutional innovation is used as stimulus. When it exists innovation in the norms and regulations that govern the management of routine of a company, on the evaluation of the performance, the reward to their members, the system of remunerations, on the qualification and promotion. The cultural innovation is a previous condition of the institutional, intrinsic innovation of the institution, and his innovation is an evolutionary process, of interchange of ideas between all the members within the technological innovation, directed a greater value of the innovation. Finally, the innovation in the thought is the previous requirement to carry out any innovation. The innovating culture hard is the key factor that influences in effective and permanent form in the innovation in the organizations. Action that promotes the process of conversion of the knowledge the process of conversion of the knowledge, according to Nonaka and Takeuchi (1995) is carried out through a model two spirals of epistemologic and ontological content.