Creative thinking as a competitive strategy for companies: a theoretical approach

Abstract

Creativity is a pivotal component in the differentiation of business entities and the establishment of competitive advantage. Adopted as a fundamental element of strategic management, it enables companies to develop innovative solutions and address challenges in a dynamic environment. This article examines the historical context, techniques, methods, and applications of creative thinking in academic and business settings, highlighting its relevance to innovation, adaptation, and organizational resilience. The present study analyzes the relationships between creativity and innovation, as well as the tools and methods that stimulate creativity in the organizational context. The objective of this study is to identify opportunities for future research, emphasizing the significance of cultivating creative and innovative environments. Additionally, it aims to raise awareness among decision-makers of a reality that should transition from implicit to explicit.