Innovations have become an increasingly important factor in the struggle to preserve and improve the competitive position of enterprises in domestic and international markets. Innovative companies are those that react to sudden changes in the environment but are also the very cause of change. Dynamic and turbulent changes in the environment and constantly increasing competition, among other factors, have affected the shortening product life cycle and the duration of innovative solutions. Starting from the model creation value, a company may decide to create a new model for value creation or create an imitation - an adaptation of a dominant model in the industry. Both extreme positions (innovator vs. follower) require exceptional organizational skills. The aim of this paper is that, the life cycle of products and companies’ reactions to changes, determines whether the B&H companies are inventors or followers. In order to get a complete picture of the innovative strength of the observed B&H enterprises, we will, in addition, analyze the dynamics of investment in research and development, as well as top management’s view of the importance of innovation in achieving competitive advantages for their companies.