IJBI

Abstract

In a modern society, creativity and innovation can lead to the success of organizations. Today, innovation is one of the main factors influencing business success in an extremely competitive and dynamic environment. Therefore, scholars and practitioners have attempted to contribute to improvements in knowledge of the effective management of innovation. To date, although the literature on innovation is growing rapidly, very little attention has been paid to the organizational and managerial issues pertaining to creativity. Previous studies have confirmed that creativity, innovation, discovery and inventions result in the success and existence of organizations. Thus, the main aim of this paper is to review the existing literature on the relationship of organizational culture with creativity and innovation. Furthermore, it has been proposed that creativity may improve the level of innovation implementation. This proposed framework is expected to further the deep insight into innovation management and scope out for empirical study in different settings.