Abstract:
Creativity and implementation are two identical activities of an innovation process which is
determined by different antecedents. Both earlier research and more recent efforts have
treated creativity and implementation as indicative of the highlighted concepts. Group
characteristics, job requirements, and personnel attributes (Feldman & Lam, 2010) are some
important factors in understanding of the contextual and individual factors that shape the
innovation in organization. It is said that relationship of creativity and idea implementation,
the production of creative ideas is far more prevalent than their conversion into actual
innovations (West, 2002). Further, it has revealed that organizational power structures have
been affected to the resistance of the creativity (Janssen et al., Kanter, 2004).
A variety of factors have been identified as crucial antecedents to this umbrella concept with
climate and culture. Traditional approaches found in literature highlighted the practice of
helping people to become more creative in their work environment. But, it ignored the role of
the social environment in creativity and innovation. In contemporary approach, it assumes
that all humans with general abilities are able to present at least creative work in some
domain. Some of the time that social environment can be influenced both level and frequency
of creative behavior. This study discusses how organizational and social antecedents could
impact on creativity to have proper implementations of decisions and strategy activations as a
dynamic organization. A comprehensive literature review has been executed to build an
argument on different theories to provide knowledge based discussion and futuristic focus on
creativity as a strategic tool to be alert for the modern organizations.
