Application of Proact Model in Innovation Decision-Making

Innovations represent one of the key factors in improving business and a source of a company's competitive advantage. The PrOACT model has been identified as one of the methods that provide decision-makers with a holistic and systemic approach to decision-making. The research in this paper focuses on decision-making about innovations within the PrOACT framework. The research goal is to emphasize the importance of a systematic approach to innovation decision-making within the PrOACT framework. A case study was applied as a qualitative method of empirical research, involving a comprehensive analysis of collected data. Interviews were used as a primary data collection technique, and the analysis of regular financial reports served as a secondary data collection technique. The theoretical and methodological contribution of the paper lies in providing a holistic framework for innovation decision-making through the application of the PrOACT decision-making model. In practical terms, the research can offer guidance to managers of small businesses, especially teams in the IT industry, for decision-making based on the PrOACT model, allowing them to define goals adequately and consider relevant alternatives in making innovative decisions.