ABSTRACT
Innovativeness of firms in the context of Economy 4.0 is approached geocentrically and as a result, the integration of science and technique takes place, accompanied by the disappearance of differences between traditionally conducted scientific research and business activity. What is also observed is a visible change in the paradigm of businesses, manifested in the major significance of knowledge resources, which are the crucial value of entities conducting economic activity. The analysis of the contents presented in this publication on Innovation 4.0, and the problems of effectiveness and quality in the context of dilemmas and challenges in the 21st-century economy which are marked nowadays leads to the view of the relationship of these issues in the subject area of sustainable and permanent development. Innovation 4.0 is changing the contemporary world, however, without its implementation on the foundations of the relationship of ethics and morality they can bring results that will be opposite to the desired ones.
