Abstract:

There are few reasons caused the increased interest in today’s business focused on creativity study. Firstly, it is related to fast changing in the global market, secondly, creativity could improve the effectiveness and innovation of organisation. Thirdly, creativity can enhance organisations competencies and creates a sustainable competitive advantage.

Similarly, in recent year, creativity and innovation in the workplace are receiving more attention in Malaysia as per the government’s effort to improve small and medium enterprises (SME) performance. SME consists of 98.5% or 907,065 business establishments in Malaysia. SME is a backbone of Malaysia economy growth. Despite the importance of creativity and innovation on business performance and the future growth of the economy. However, there is little information about individual creativity study in Malaysian SME context.Thus, this study will examine individual creativity from the influence of cross-level factors in Malaysian SMEs.