INNOVATION MANAGEMENT IN ROMANIAN STARTUPS: FROM IDEA TO SUSTAINABLE SCALING

This article explores the managerial role of innovation in sustainable development of startups from Romania, with a focus on the transition process from idea generation to business scaling. This research highlights the main challenges and critical factors of success which lead to startups' performances of innovation, in an economic context based on volatility and limited resources. The theoretical analysis is completed by a practical component, based on case studies and examples from Romanian entrepreneurship ecosystem. The results show that strategic management of innovation, the culture organization orientated to a continuous learning and sustainable partnerships represent essential factors for sustainable scaling. The conclusions offer practical recommendations for entrepreneurs, investors and decision-making factors, contributing to special literature regarding innovation and sustainability in the emerging economy of Eastern Europe.