CORE CONCEPTS OF CREATIVITY AND INNOVATION IN BUSINESS ENVIRONMENT

Abstract

This article explores the fundamental concepts of creativity and innovation within the context of the contemporary business environment. The paper provides an in-depth analysis of the theoretical underpinnings of creativity and innovation, their interrelationship, and their significance for organizational success. Drawing on interdisciplinary perspectives from psychology, management, and entrepreneurship, the article elucidates the key drivers of creativity and innovation, including individual traits, organizational culture, and environmental factors. Furthermore, the article examines the practical implications of fostering a creative and innovative climate within businesses, offering insights into strategies for promoting idea generation, risk-taking, and adaptation to change. By synthesizing theoretical frameworks with practical applications, this article aims to contribute to a deeper understanding of how businesses can harness creativity and innovation to achieve sustainable competitive advantage in today's dynamic and complex marketplace.