Towards an integrative model of creativity and innovation in organizations: a psychological perspective.

Work and organisational psychologists have much to offer the world of business. This article addresses the value that research into creativity, primarily investigated by psychologists, has to the field of innovation, more commonly researched in business, science, and technology arenas. Firstly, the article provides a framework to compare previous research in both areas. Secondly, it highlights clear gaps in prior research, and generates a model, alongside a series of propositions, to guide future investigators. These propositions include suggestions regarding (i) creativity and innovation as concurrent processes engaged in at multiple levels, (ii) the shift in focus from creativity at the individual level, to innovation as one moves through meso and macro levels, (iii) the potential of the organisational level for studying creativity and innovation in tandem, and (iv) the multiple factors that influence the processes of innovation and creativity at all levels. Finally, this paper highlights the need for multidisciplinary research that spans the domains of psychology, business, science, and technology, and serves as a call for work and organisational psychologists to engage in such research so as to provide value to organisations.