Abstract:

Under the auspices of globalization, the competitively has to be reviewed from the perspective of some new organization structures of the international business environment.  In recent years, different approaches have been developed focusing on corporate intangible resources, competences and capabilities as the main lever creating competitive advantage. Competitiveness has become a central issue in an increasingly open and integrated world economy. Successful economic development requires progress on multiple fronts simultaneously. Much discussion of competitiveness has focused on the macroeconomic side. The macroeconomics conditions are necessary, but not sufficient. Unless there is appropriate improvement at the microeconomic level, political, legal, monetary and fiscal reforms will not bear full fruit. So, an economy cannot be competitive unless companies operating there are competitive.  The European context requires the necessity for Romania to adapt itself to the conditions of the new economy and to the knowledge society, in which the competitive advantage is obtained by innovation and knowledge. Sustainable Innovation suggests that knowledge and innovation will be the key drivers of social and corporate sustainability in the years ahead.