The Modern Corporate Human Capital as a Challenge to Sustainable Business Innovation
The Modern Corporate Human Capital as a Challenge to Sustainable Business Innovation

Author(s): Adelina Milanova, Pavlinka Naydenova
Subject(s): Economy, Business Economy / Management, Human Resources in Economy
Published by: Институт за икономически изследвания при Българска академия на науките
Summary/Abstract: The issues regarding innovativeness, innovation attitudes, and behavioral manifestations are broad in scope and generally related to the cultural context of corporate management. Diagnosing this aspect is of essential importance to both management and economic science. This study focuses on the realization of innovation potential in accordance with the innovation attitudes demonstrated by a specific social cohort, engaged in various economic activities within business units in Bulgaria, where relatively high employment of Generation Z representatives is observed. The authors argue that the innovative potential and attitudes can be considered both as a reflection and as a result of the manifestation of the corporate human capital, which is a product of complex and not always linear processes in the economic-historical plan. Addressing this specific component of contemporary corporate human capital is justified by the need to track the status of this emerging segment of society, which is increasingly influencing the identification and analysis of specific attitudes, expectations, and behaviors across business units in Bulgaria. Given the selected focus, the team conducts a longitudinal study as the most appropriate methodology for the specific case. A deeper examination of the traits and dynamics of Generation Z individuals in Bulgaria, particularly as they engage in their preferred occupations, may shift the emphasis within the organizational culture of business units, and that could as well influence the balance between national and organizational cultural dimensions in the Bulgarian economic context.

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