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How Innovation Is Supported In Romanian Business Units Of Multinational Organizations: Findings From Expert Interviews

Author

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  • Alexandra POPESCU-ZORICA

    (Bucharest University of Economic Studies, Bucharest, Romania)

Abstract

This research investigates how innovation is perceived, structured, and implemented within Romanian business units of multinational corporations, focusing specifically on understanding strategic, governance, cultural, and process-related factors. Recognizing innovation as a crucial driver of organizational competitiveness, the study explores how effectively innovation practices are embedded within large multinational organizations operating locally. A qualitative research methodology was employed, utilizing semi-structured interviews conducted with senior leaders from selected multinational enterprises that meet predefined criteria, such as organizational size, local presence, and the likelihood of established innovation frameworks. Findings reveal a significant gap between the strategic acknowledgment of innovation's importance and its practical execution. Most organizations exhibit informal and intuitive approaches to innovation, hindered by limited understanding, short-term performance pressures, and lack of formal innovation governance. The study concludes that multinational corporations should prioritize formalizing innovation strategies and governance, nurturing innovation-friendly cultures, and providing robust methodologies to ensure sustained innovation capacity and competitive advantage.

Suggested Citation

  • Alexandra POPESCU-ZORICA, 2025. "How Innovation Is Supported In Romanian Business Units Of Multinational Organizations: Findings From Expert Interviews," Business Excellence and Management, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 15(2), pages 49-62, June.
    • Handle: RePEc:rom:bemann:v:15:y:2025:i:2:p:49-62
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