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In conditions of globalization it is also important to take into consideration to which extent the subsidiaries and the transnational corporation in general are capable of increasing the value under existing parameters (organizational structure, production capacity, quality of the manufactured product), i.e. what internal and external factors mainly influence the forming of the market value of the whole holding structure.

We consider the ability of creative thinking to be the basic element of the social development.This unique ability influences not just the quantity and quality of goods produced. It also shapes the socio-cultural development of a society. The influence of the creativity on the progress of the society is becoming more and more intensive.

CSR (Corporate Social Responsibility) is an important part of communication with stakeholders and a response to the need for non-financial reports. Regrettably the rules of non-financial reporting are not regulated – except by Directive 2014/95/EU, which will apply to large enterprises of public interest, and which must be introduced by the member states by 6 December 2016. CSR reports are drafted using a variety of principles and guidelines, which limits comparisons across enterprises, transparency and the assessment of progress made on the realisation of CSR goals.

Innovation is widely considered as an important factor for competitiveness and has been a focus of research for decades (Szabo, Soltés, & Herman, 2013). Innovation is very important for organizations and companies, because it helps them to gain a constant competitive advantage in today’s uncertain environment; and they can dominate their rivals (Teigland, Di Gangi, Flåten, Giovacchini, & Pastorino, 2014). Organization have to innovate in order to survive (Bowers & Khorakian, 2014). Because of rapid changes and intense competition in IT industry, IT companies need more innovation to grow and survive. Those companies who cannot present innovative products and services to the market constantly will definitely lose (Constantinides, 2013). One can refer to such kinds of companies as AOL, WebTV, Napser, Alta Vista, Nokia, Fairchild and Palm Computing (Bouman, 2010).

The economic science has for centuriesanchored its endeavor to understand decisionmakingpatterns of people in explicit or implicitassumptions of utility maximization. And yet,for most of that time the utility remained anempty box, devoid of any content. The termutility was a scholarly short-hand for whateverpeople want to achieve and remained vague fora reason: in recognition of the subjective natureof what human preference it was designedto accommodate just about anything, and itwas after all considered none of economists’business to speculate about its precise content.