HOW INNOVATION IS SUPPORTED IN ROMANIAN BUSINESS UNITS OF MULTINATIONAL ORGANIZATIONS: FINDINGS FROM EXPERT INTERVIEWS

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.