THE VALUE OF CREATIVITY AND INNOVATION IN ENTREPRENEURSHIP. ROMANIAN ECONOMIC ENTITIES CASE STUDY

The purpose of this article is to evaluate the importance of creativity and innovation for the entrepreneurial environment given the current economic challenges. In the context of a globalized economy is common that every entrepreneur to face harsh competitive business, being difficult to survive and also to succeed. Given the evolution seen over the past century, where industry leaders have learned to master the production process, the new challenges arise from managing innovation and creativity by offering new and customized solutions. Although innovation and creativity are significant factors of growth and prosperity, their role is not necessarily well understood by the new entrepreneurs. Thus, the paper aims to have a contribution in better understanding the innovation and creativity and identifying the characteristics needed by the new entrepreneurs to succeed, being based on an empirical case study that may also be a ground for future studies.