The focus of the research is on the importance of innovative strategies for competitiveness in the era of digital transformation. The aim is to identify the key aspects of innovative strategies that can contribute to the successful performance of organizations and business growth in the digital age. The main objective is to highlight the methods and principles that organizations can use to adapt to rapidly changing business environments and to build sustainable competitiveness through innovation and technological advancement. In the course of the study the thesis that in the era of digital transformation, innovative competitiveness strategies play a crucial role in the successful performance of organizations shall be justified. The methodology of the study includes strategic analysis, Gap analysis and synthesis, as well as a questionnaire survey covering 282 companies from various industries in Central and Eastern Europe. The results indicate that: 1. the main challenges in implementing innovative strategies are primarily due to a lack of appropriate resources, cultural barriers and change management; 2. success in building innovative strategies requires not only resources but also active change in organizational culture; 3. collaboration and engagement of all employees in the organization are crucial for implementing innovative strategies. Managing the challenges identified in the study are essential for the successful implementation of innovative strategies in the era of digital transformation.