Abstract:

To ensure the competitiveness and success of the organization, managers must accept innovation as a key element for the organization. Contemporary society is characterized by a dynamic complex economy in all its existential areas. In this gear, human creativity is considered to be a fundamental factor behind social progress. This is precisely why we aim to identify the role of creativity in innovation management in this research. Creativity can be seen as the base of innovation, producing original and new ideas while innovation is responsible for choosing the right ideas and implementing them in a way that creates value for the organization. Therefore, it is necessary to integrate creativity and innovation in order to generate a continuous success platform.