The current economic landscape requires structural and, mainly, behavioral changes in Brazilian businesses. The scenario created by big economic powers shows the difference between Brazilian industries and service sectors when it is compared all business issues, such as competitiveness, productivity and innovation, with others countries. Technological innovation consists in a critical factor for competitiveness and for the global economic development; moreover, it can be found in industrial sectors (which are responsible for materialization and organization of operational system of production process) and in service sectors (which organizes all gained contracted activities). Innovation should not be included only in these two economic sectors; however, it has to be included in the economic thought of all countries. It has to be highlighted the fact that innovation is not the unique factor of competitiveness, but, 977 INDEPENDENT JOURNAL OF MANAGEMENT & PRODUCTION (IJM&P)http://www.ijmp.jor.br v. 8, n. 3, July -September 2017 ISSN: 2236-269X DOI: 10.14807/ijmp.v8i3.522 productivity and knowledge make the same impact in competitiveness as innovation does. Besides, external and internal demands predict trends in terms of searching products and processes and strategies and these three items achieve better interaction between market and productivity control. In a global context, Brazil, specially, has a lot of techniques to learn in terms of how to work with its resources in an adequate way, whether they are natural or not. That is why studies about critical factors for competitiveness are determined for the Brazil's sustainable growth.