The article draws attention to the special importance of employee creativity for the market success of a company. It describes the model a creative organization, along with is components, as an institution that allows the creation of innovations, the flow of knowledge between employees and the high motivation of the employees, which in turn enables it to function in today's highly variable environment. A procedure based on a multiple case study is described. A selected case study item from research carried out in a company of the machine industry is shown. The article is ended with conclusions and recommendations concerning management in a broad sense, drawn based on the literature review and the research carried out.