The survival of companies in globalized and highly competitive markets, heavily depends on their ability to innovate through the creation of new products and/or services, supported by sustainable processes to prevent business failure. There are many factors regarding the interface company/stakeholders/market at all hierarchical levels, which have a major contribution to sustain innovation in processes regarding the creation of new products and services. A holistic approach of all these factors, as a whole, has not been a subject of scientific research conducting to the necessity of creating a proposal of a framework that can be integrated and systemic. Thus, this paper aims to propose a functional holistic model, which integrates the strategic, organizational and operational levels regarding market business and company interaction, as well as the set of factors to take into account to guarantee assurance that innovative processes are sustained, when new products and/or services are created or improved. Conducted through an investigation of the state of the art, by literature review, a comprehensive and integrated conceptual model was built in a deductive-inductive way. Then, the conceptual model was validated through four case studies. Finally, it was found that the conceptual framework became functional, because its applicability has been successfully tested in a business environment. As a result, the tool developed here, can be useful to measure and evaluate projects dedicated to companies that innovate in a sustainable way.Sustainability 2020, 12, 3450 2 of 18 complexity and turbulence, according to [2,6]. So, the shortening of the available time to manage projects with both efficiently and effectively, is a very important issue to be taken in account by managers, especially when they concern relating to products and services of radical innovative nature [7]. According to [6], companies should manage their projects in a proactive, structured and sustainable way, to survive and succeed in such competitive markets, and for that, sharing knowledge through collaborative networks is crucial [8], taking in account all possible variables and parameters that have influence in the strategic, organizational and operational hierarchical levels of companies [9]. This finding is extremely important regarding new products and services that emerge of innovative projects and their sustainable implementation, which requires an increasing rational and holistic approach [10]. It is extremely challenging for companies the development of successful sustainable innovative processes to create new products or services, and for that the path that involves generation of new ideas is crucial. New idea generation occurs normally in the beginning of sustainable innovation processes to generate new products and services. So, this point is especially important, since it determines companies potential to undertake promising new product and service ideas at reasonable costs. In contexts where resources are constrained, creativity seems to be ...