This paper develops a model of the employment impact of innovation considering, on the one hand, the interactions with demand and labour costs and, on the other, the variety of patterns of technological change. Different technological strategies are considered. First, a search for technological competitiveness is based on product innovation and productivity rooted in quality advantages; second a strategy of active price competitiveness has productivity growth rooted in process innovation-based restructuring; third a passive price competitiveness strategy is pursued by noninnovators relying on cost-cutting. The new European innovation database drawn from the Community Innovation Survey 1994-96, merged with structural and macroeconomic data 1994-99 drawn from the OECD are analysed at a sectoral level across eight European countries: Italy, France, Germany, Denmark, Netherlands, Finland, the UK, and Sweden. The innovation survey data provide information on several quantitative and qualitative aspects of firms’ innovative activities. A comparison of the results from the first (1990-92) and second (1994-96) Community innovation survey data is also carried out. The results show that, in the last decade, technological change has had a major impact on employment in manufacturing industry, associated with the dominance of an active price competitiveness strategy.