Introduction Business innovation is an evidence-based strategy that allows companies to modify their models and support the demands of their clients. Etisalat Group is presently one of the leading telecommunication corporations in the world today. It provides high-quality services, opportunities, and solutions to millions of customers in Asia, the Middle East, and Africa. The adoption of innovation at Etisalat is a strategy that has transformed the level of operations, improved business performance, and maximized the recorded profits. This paper describes the nature of this organizational change process and the major issues that future investors should take into consideration. Innovative Strategies Etisalat has been in operation for the past four decades. The leaders at this corporation have been focusing on emerging trends and strategies that resonate with the expectations of the targeted customers. The nature of digitalization experienced in the world today has compelled companies to transform their models. More customers in the Middle East and across the globe have been in need of superior solutions, smartphones, and high-speed connections to meet their demands (Sandle, 2019). The integration experienced across different industries is dictating the nature of this process. Etisalat has capitalized on these technological developments and demands to develop new innovations that can deliver additional gains. Several years ago, Etisalat introduced a new strategy that has been intended to maximize innovation and empower the identified clients. The company identifies such an initiative as TARGET. This is an acronym capturing the organization’s sense of direction, goals, and ambitions. T means to drive digital technology to support societies (Sharma, 2019). A represents the acceleration of value growth through continuous innovation while R entails raising abilities and talent across the organization (Etisalat Group, n.d.). G denotes the growth for B2B arrangements across the digital footprint. E means to expand such a portfolio across the MENA region while T explains how the company intends to transform the experiences of all partners. Following the successful launch and implementation of the TARGET initiative, Etisalat Group has become one of the most competitive corporations in the wider Middle East region. The project revolves around the use of 5G technology and supportive features. The company has been conducting research and development (R&D) to identify some of the best measures to merge all sectors through continuous innovation (Venkatesh et al., 2019). The involvement of key stakeholders and clients creates a sense of trust, thereby allowing more individuals to be part of the agenda. This company has partnered with banking, telecommunication, financial, health, and insurance firms across the region to ensure that more customers receive timely services. These efforts have led to sustainable solutions while allowing more individuals to achieve their maximum potential. The involvement of skilled people and leaders has made innovation a priority as the corporation strives to achieve its mission and vision (Sharma, 2019). The established partnerships have supported the B2B model thereby delivering additional gains. The manner in which this company pursue