Previous research shows that innovations help companies to overcome crises. But it is still unclear whether and to what extent external shocks force companies without or less pre-existing innovation experience to innovate and how successful these innovations are to improve the economic situation. The authors show in this Working Paper that Innovators without pre-existing innovation experience can even gain a competitive advantage over non-innovative companies by acting proactively during the crisis. But these positive effects are stronger for companies with pre-existing innovation experience.