INNOVATION AND CREATIVITY IN MANAGEMENT

Purpose: This paper explores the significance of innovation and creativity as critical drivers of modern management success, emphasizing their roles in organizational growth and sustainability.Design/Methodology/Approach: The study integrates theoretical frameworks like disruptive innovation, open innovation, and blue ocean strategy, with empirical data from industries like technology, healthcare, and education. Statistical evidence and case studies substantiate the practical applications discussed. Findings: Innovative organizations achieve a 30% higher market share growth and 25% greater profitability than less innovative peers. Agile methodologies and psychological safety enhance creativity, while resource constraints and resistance to change remain key challenges.