Actors of Creativity and Entrepreneurship in Romania

The new trends in the cultural and creative industries (CCI) that were theorized in the second half of the 20th century, simultaneously with the rapid development of technology, have created in post-communist Romania the premises of developing a new model of creative entrepreneurship. Nevertheless, the digitization of society and general strategic projects are not enough to create a catalyst for the explosion of entrepreneurial creativity. The unstable political climate and the lack of predictability have prompted the insecurity of the new business of "anonymous" creators - those who are not seen, those who are at the heart of cultural and creative industries - small and medium enterprises (SME), licensing individuals (PFA), family associations (AF). The Western models long described in the motivational literature published in Romania, as well as some notorious Romanian examples intensely publicized as the Romanian counterpart of Western companies, do not help and do not solve the generation of daily solutions or, more than that, Strategic Creative Solutions for grassroots companies. The present paper tries to define the terms necessary for the creative area and to analyze the situation today in Romania, presenting shortly, for comparison, the Western models, the Romanian models of notoriety, but also four examples of “anonymous†actors in the creative industries area: a floral workshop paper, an IT service company, a graphic design agency and a printing house. The conclusions of this punctual analysis are of an empirical nature, but they provide a picture of the fragility of the business environment in the area of cultural and creative industries, amid a timid and fragile but steady market growth.