The Role of Innovation and Human Creativity in the Life of Economic Actors

Abstract

Our aim is to present the contribution of human creativity to the innovation of economic actors based on opinion of regional market players. In this study we wanted to review the connection between human creativity and innovation. This topic appears periodically during research activities; its processing can be seen as significant. Therefore, we are going to think through and focus attention on innovation’s human side, and the ability of creativity without a full literature review. Furthermore, we briefly touched on the sources of creativity, how imagination and different mindsets can help to create innovation, how creativity can be improved, how proper environment might be nurtured and what the leaders and organisations can do to support that. We conducted a 22-question survey among regional market players and used the results to provide evidence of how creativity plays a role in life of the economic actors and gained insight into their innovation management processes. Our study contributes to the expansion of understanding the literature in this topic and provides an opportunity for economic actors to improve the connection of creativity and innovation in their organisation. The study may draw the attention of local higher education institutions to how they can support economic actors in this area through their third mission activities.