Analyzing Corporate Social Entrepreneurship Specific to Knowledge Economy with a Focus on the Romanian Economic Context
Analyzing Corporate Social Entrepreneurship Specific to Knowledge Economy with a Focus on the Romanian Economic Context

Summary/Abstract: The knowledge economy is defined, according to the World Bank, through the integration of its four main component elements: education and training,innovation systems, information infrastructure, economic incentives and institutionalregime. The first part of the paper reconciles knowledge economy and corporate socialentrepreneurship, while the second part focuses on the education and training, andinnovation pillars of the knowledge economy, and more specifically it resorts to theframework of corporate social entrepreneurship as a transformational innovationstrategy for company growth. The current investigation has been conducted by meansof case study method having the following research question: “How does corporatesocial entrepreneurship manifest in corporations?”., accompanied by secondaryresearch questions such as: “How does the company mobilize its resources to create aninnovative product/ service/ approach in order to tackle the social issue?, How does thecompany contribute to local development?”. The findings revealed that the social issueof high levels of nitrates in the waters inspired the company to combine a testing tool(technological innovation) with marketing communication which eventually resultedin an innovative approach for the company to increase the loyalty of their customersand to reach out for new ones. The present paper has been developed based on theauthor’s doctoral research.

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