Despite many previous studies, there are still problems that cannot be solved in the strategy field. First of all, many researchers still fail to make a clear distinction between strategy and innovation. Some researchers consider strategy as part of innovation and vice versa. Therefore, this study proposes a framework for Innotegy to make a clear distinction between innovation and strategy. To do this, we expect that these efforts will improve not only the conceptual differences between strategy and innovation, but also the understanding of the interrelationships between these two concepts.