Cultural and creative industries as boost for innovation and sustainable development of companies in cross innovation process

Abstract Achieving the Sustainable Development Goals (SDGs) and the ambitious indicators in the EU Green Deal requires adopting a more networked, collaborative and integrative approach across the ecosystem. To pave the way for sustainable development and meet growing societal needs, an integrated approach that integrates social, environmental, industry and societal interests must be used, particularly with regard to a volatile, uncertain, complex and ambiguous environment (VUCA). Creative and Culture Industries (CCIs) by their nature are digitally oriented. All CCIs include both physical and digital products and services. The vast majority of all growth generated by CCIs today is digital - the non-digital portion of the business is generally stagnant or even shrinking (However, research on to what extent and how digitization has positive and/or negative effects on economic, social, environmental and cultural outcomes is still premature. World Economic Forum, under the combination of desired economic efficiency, social justice, environmental responsibility, and institutional stability, CCIs and digitization become key enablers of sustainable ecosystems. Therefore, it is important to explore how CCIs as primary drivers can influence the of sustainable social progress and meet opposing growing societal needs. Using a research niche, the authors of this paper conducted a study between September and December 2020, selecting entities in the research pool that have worked with CCIs to deliver innovative product, service, business model, or process solutions in the past two years. The research objective was to investigate the process of cooperation between the traditional and creative sectors in five areas of Social, Process, Financial, Corporate and Socio-Environment Level. Due to the lack of methodological tools to study such a process, the following article presents the results of the question selection and correctly constructed scales.