European Union authorities consider innovations as a powerful tool to increase EU economic equality between members. This study represents few issues related with innovations in EU. At first, the EU documents and European scoreboard are analyzed according to structural analysis means of proposed approach. The innovational gap between EU member-states is identified. Second part of the article copes with methodological issues that arose around the research of innovations. The major issue related to an innovations measuring is that innovations consist of both tangible and intangible elements. The methods of the 4th generation of measuring innovation are implemented in the research, which aims to evaluate EU policy according to population’s perception of innovations in Lithuania and Romania. Comparative study between Lithuania and Romania is done. The research shows social attitudes towards innovations and its relation with life quality and financial situation. The study shows, that local consumption of innovative products and services not necessary leads to better innovativeness of country.
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