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Abstract
This research study has been carried out for examining the power of strategic innovations of firms. The focus of this study is on United States (U.S.) retail firms; hence, it adds value to the literature, because no previous study has focused on the context of U.S. retail firms. The study is conducted on the basis of secondary data analysis and secondary data was collected through articles, books, and internet sources. The analysis has revealed that strategic innovations play a key role in enhancing the overall performance and competitive advantage of a firm. With the help of bringing strategic innovations, firms become capable of attracting a maximum number of customers and gaining the first-mover advantage.