7/27/2019 prezentare_EINCO_-_grafic

1/1

C

Creative industriescreativity as an input and contentor intellectual property as the output.

is a Romanian SME active in the event management

industry started in 2012.

For Enrose, innovation is defined by a 3Dreferential system in which they

compare the companys history, the clients history and what the

competitors are doing. Double-sided innovation based on large financial

endowments for a trendy inventory and on the creativity enacted in the

process of satisfying each clients requests.

The creative innovation process

1. The generation of an idea- a mixture of different sources of innovation: the

entrepreneurs knowledge (from books, trainings inpublic speaking, leadership and negotiations, business

conferences, artistic events); the investments made in

up-to-date equipment and technologies in line with

recent trends in decorations; collaborations with

experts from various fields (architecture, construction,

arts and music, marketing)

- clients are the the most important source

- risks: clients wishes that are outside of the

production capacity of the business

Degreeofnewness

forlocalcompetitors

Degree of newness for

customer

Innovation in the creative industries

- case study of an event planning company -Adina Filculescu and Ramona Cantaragiu,UNESCO Department for Business Administration,Faculty of Business Administration, The BucharestUniversity of Economic Studies, Bucharest, Romania.

The 9thInternational Conference European integration New challengesThe University of Oradea, Faculty of Economic Sciences,24-25 May 2013, Oradea, Romania

2. Negotiation of the idea- techniques: presenting the features with an emphasize

on the benefits, showing flexibility to the budget they

want to invest in their event, making visual boards and

sketches or even live demos for a better understanding

of the final outcome.

- risks: misunderstandings in relation to final outcome,

negotiating with a person who is not the decision

maker

3 and 4. Preparation and implementation- everyday problems, spontaneous innovation

- risks: lack of coordination among collaborators,cancelations

a new method of doing things that has a positive

impact on the quality of the clients life. The purpose of

innovation in event organizing is to transform

moments from the lives of normal people in larger than

life experiences To be innovative is to engage in acontinuous improvement of your clients lives.

Correspondence address: 2-2A Calea Grivitei, District 1, Bucharest

01070, (+40)21-3191900, ramona_cantaragiu@yahoo.com.

Innovationis concomitant with risk assessmentand risk mitigation.

Understanding innovation has to start from the ways in which the introduction of

something new modifies the risk-portrait of the business. Through a focus on risks we

might be able to unravel the nature of the innovation process which is not as linear as it

appears in retrospect (Green, 2008), but rather sinuous and continuously changed byinternal and external factors which for the company can be regarded as risks.