The aim of the article is to explore the social aspects of innovation at three levels of research: individual, group, and organization. A multi-level approach enhances the understanding of how organizational context shapes and is shaped by the actions and perceptions of individuals. It may provide more precise research findings and more rigorous theory testing by clarifying the level of analysis. A resource-based approach and adaptation theories are used in relation to the organizational level, while at the individual level, psychological theories are applied. We propose a theoretical approach which could link creativity and competencies at the individual level, managerial/leader action and organizational culture with innovation to marketing innovation as a process and outcome of organizational level. The earlier studies used the approach that focused attention on the innovation process and innovation outcomes rather than on developing the ability to take specific innovative action and focused research on the selected level of innovation process management. It is therefore necessary to take into account the complexity of the research subject and include the actual problems resulting from the needs of multi-level innovation management and respect for the diversity of its conditions in the research.