Abstract
Modernity uncertainty demands to envision new responses, trends and opportunities to stay ahead of the curve. In light of that, people, workers and companies find themselves in the challenging task of generating a creative approach that takes into account the needs, realities and resources. Therefore, the objective is to analyze aspects of creativity, potential for the company, implementation process and reduction of barriers, carrying out a retrospective, descriptive, qualitative and documentary review analysis in three databases: Scopus, Web of Science and ScIELO. It was found divergence in creativity classification. However, its role within business development is highlighted, detailing two internal potentialities: results and impacts, as well as two external ones: entrepreneurship and business associativity. Also, it was perceived that the strategies for its promotion will vary according to individual and social characteristics of the population, and environmental ones. Moreover, the existence of barriers inhibits creativity, but not necessarily other activities’ performance. Finally, the implication of the creativity management in business development is reaffirmed and research of educational systems, curricula and barriers linked to creativity from a national approach is encouraged.
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