"The aim of the paper is to find out whether the intensity and effectiveness of innovation contributes to measuring creativity and innovative approaches to the company portfolio. In contribution was presented the innovation policy EU, new approaches and innovation changes in Procter&Gamble. The study is divided into two specific parts – the theoretical and the analytical part – in order to verify stated hypothesis that stands: The use of complex system of innovation evaluation contributes to the successful product implementation. The following methods were used in the theoretical and analytical part to analyse the present contribution: analysis, synthesis, comparison, observation, questionnaire and interview. Basing on the results of the analysis, it can be concluded that the hypothesis has been verified. Without the complex evaluation system, the probably time-to-market indicator of the newly developed orinnovated products/services would be continuously increasing alongside with the amount of innovative ideas, as the consideration in terms of one metrics are not sufficient for the purposes of innovation potential which is conditioned by the quality of human resources and the organization’s capability to run more parallel innovative international projects. "