Relationship between creativity and product innovation: a literature review
Edicleide da Silva Marinho, Mario Orestes Aguirre González, Marcela Squires Galvão, Ana Cláudia Costa de Araújo, Marcela Silva Cavalcanti Rosa, José Raeudo Pereira
Creativity and innovation became essential issues in the organizational environments, by revealing their importance to achieve the differential in dynamic markets. In this scenario, this article aims show how the relationship between creativity and product innovation is approached in scientific studies and suggest future research themes. Hence, a literature review was made using as a research source the “Periódicos Capes”, which after the filter, lead to the analysis of 40 papers published in the period 1990 to 2011. Examining the amount of publications per year, it was observed an increase in published articles of this thematic in the last five years, but despite this there is a gap in detailing the relationship between creativity and product innovation. As result, it this would propose that the creativity can be present in different ways in perspective to the innovation process: it’s conception, development or improvement, according to the integrative model proposed. This suggests that future research look into studies about the relationship between creativity and product innovation, applying research methods such as the action research, for example.