CREATIVITY AS A STRATEGIC RESOURCE: A JOURNEY THROUGH BUSINESS INNOVATION THEORY AND PRACTICE AND IMPLICATIONS FOR COMPANY GOVERNANCE

This contribution explores the evolution of creativity in the business context, integrating philosophical and psychological perspectives while considering business and managerial implications. Starting from classical conceptions of mimesis and poesis, the article traces a path through Kantian thought on genius and the Druckerian approach to innovation, up to contemporary theories on organizational creativity. It analyzes how creativity has evolved from being considered an innate gift to a manageable and measurable competence in companies. The contribution also examines the challenges of promoting creativity in organizations, including ethical aspects and measurement. The implications of artificial intelligence (AI) for business creativity and the possibility of teaching creative skills are discussed. The importance of creativity as a driver of economic and social value is emphasized, highlighting the need for companies to create ecosystems that promote ethical and sustainable innovation.