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Abstract

In today’s hypercompetitive environment in which markets change rapidly and competitive advantages are difficult to sustain, companies are forced to innovate and identify new business opportunities. However, innovation requires ingenuity and creativity. Product and service development depends on the creativity of employees, but harvesting and bringing novel ideas to fruition is often a chaotic process, which underscores the importance of creativity management within organizations. In this article, we review the literature on creativity in an effort to summarize state-of-the-art knowledge on how to stimulate creativity and spur innovation in modern organizations. For that purpose, we use Rhodes’ 4-Ps model (1961) distinguishing between creative environments (called press), people, products, and processes. Through a review of 110 journals on the AIS journal list, this article offers insights―based on eighty-eight articles―into how creativity can be stimulated and supported by attending to each of these components. The literature teaches us how to utilize, evaluate, and strategize about creativity in organizational settings. Managers are advised to advance creativity and ideation processes, for example by building virtual environments that strengthen collaboration and creativity across organizational boundaries. Researchers are encouraged to investigate the relationship between strategy and information systems (IS) usage in fostering creativity.

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