... environment to achieve innovativeness. In this respect, firms tend to adopt practices that will enhance perceived social perception within an institutional field. According to Axtell et al. (2000) , innovation is a social process in which activities' realization depends on environmental aspects...

...”. This careful process and the statistical treatment of the information gathered in the interviews identified the three most frequently appearing topics: “Environmental Changes”, “Managerial Aspects” and “Artistic excellence and distinctiveness”. The process also clearly validated the model in relation...