R. Strazdas, J. Cerneviciute, Z. Jancoras ISSN 1648 - 4460 Structural Transformations in Business Development TRANSFORMATIONS IN BUSINESS & ECONOMICS, Vol. 13, No 2A (32A), 2014 42 Strazdas, R., Cerneviciute, J., Jancoras, Z. (2014), “Dynamics of the Understanding of Innovation in the Context of the Development of Traditional and Creative Industries”, Transformations in Business & Economics, Vol. 13, No 2A (32A), pp.42-59. DYNAMICS OF THE UNDERSTANDING OF INNOVATION IN THE CONTEXT OF THE DEVELOPMENT OF TRADITIONAL AND CREATIVE INDUSTRIES 1 Rolandas Strazdas Creative Business and Communications Department Vilnius Gediminas Technical University Saulėtekio Ave. 11 LT-10223 Vilnius Lithuania E-mail: rolandas .strazdas@vgtu.lt 2 Jurate Cerneviciute Creative Business and Communications Department Vilnius Gediminas Technical University Saulėtekio Ave. 11 LT-10223 Vilnius Lithuania E-mail: jurate.cerneviciute@vgtu.lt 3 Zilvinas Jancoras Creative Business and Communications Department Vilnius Gediminas Technical University Saulėtekio Ave. 11 LT-10223 Vilnius Lithuania E-mail: zilvinas.jancoras@vgtu.lt 1 Rolandas Strazdas, PhD, Professor at the Department of Creative Business and Communications of Vilnius Gediminas Technical University (VGTU), Lithuania. He is Member of Global Innovation Studio, project manager, researcher, lecturer, and consultant. Research interests incorporate innovation management, business process analysis, business models, creative industries, manufacturing process improvements. 2 Jurate Cerneviciute is PhD, Head of the Department of Creative Business and Communication of Vilnius Gediminas Technical University (VGTU), Lithuania. She is Assoc. Professor, project participant, researcher, lecturer, and expert. Research interests include the use of culture and art, cultural communication, cultural production and creative industries. 3 Zilvinas Jancoras, Deputy Director of the Institute of Open Source Research of Vilnius Gediminas Technical University (VGTU), Lithuania. He is Chairman of the Board of the National Association of Creative and Cultural Industries. VGTU representative at Visoriai Information Technology Park. He is project manager, researcher, lecturer, businessman, and consultant. Research interests include information technology, business philosophy, innovation management, business process analysis, business models and creative industries. ---------TRANSFORMATIONS IN -------- BUSINESS & ECONOMICS © Vilnius University, 2002-2014 © Brno University of Technology, 2002-2014 © University of Latvia, 2002-2014