Abstract-This paper presents, as its overall objective, an analysis of the epistemological nature of isomorphism in the generation of innovation. To obtain the results in this study, the specific aims are as follows: (1) to raise the theoretical-conceptual basis of isomorphism in the innovation process, with regard to design;(2) to characterize the concepts inherent in the relationship of the innovation process to organizational isomorphism; and (3) to analyze the impact of isomorphism from the perspective of institutional theory. The content analysis method was used for this research, with the support of procedures for design planning. It was preceded by Internet research, bibliographical research in published books and articles, discussion, reflection, preparatory analysis and valid criticism. The results suggest that isomorphism is a common procedure for managers in organizations which seek to copy the structures or actions to obtain greater visibility and competitiveness in a specific organizational field. However, innovation is a prominent feature by which to create distinctiveness in a competitive market; it is an excellent way of changing the organizational process. Regarding the paper's theoretical contribution, it exposes the conceptual proposals of several selected authors, focusing on creative modelling for new solutions through design planning; diagrams, charts and other suitable elements are included. Given the relevance and coverage of its theme, it is aimed at researchers and others who study innovation,

This paper presents, as its overall objective, an analysis of the epistemological nature of isomorphism in the generation of innovation. To obtain the results in this study, the specific aims are as follows: (1) to raise the theoreticalconceptual basis of isomorphism in the innovation process, with regard to design; (2) to characterize the concepts inherent in the relationship of the innovation process to organizational isomorphism; and (3) to analyze the impact of isomorphism from the perspective of institutional theory. The content analysis method was used for this research, with the support of procedures for design planning. It was preceded by Internet research, bibliographical research in published books and articles, discussion, reflection, preparatory analysis and valid criticism. The results suggest that isomorphism is a common procedure for managers in organizations which seek to copy the structures or actions to obtain greater visibility and competitiveness in a specific organizational field. However, innovation is a prominent feature by which to create distinctiveness in a competitive market; it is an excellent way of changing the organizational process. Regarding the paper's theoretical contribution, it exposes the conceptual proposals of several selected authors, focusing on creative modeling for new solutions through design planning; diagrams, charts, and other suitable elements are included. Given the relevance and coverage of its theme, it is aimed at researchers and others who study innovation.