Organizational creativity in innovation – a multicriteria decision analysis

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Fellipe Silva Martins
Eduardo Biagi Almeida Santos
Leonardo Vils


Creativity is essential for the emergence of innovation within organizations, both necessary for organizational survival. Several models have been proposed for organizational creativity, each containing different constructs. This research aims to verify the standardization of constructs in the literature and to verify the possible existence of two dimensions not previously explored: hierarchy between constructs (global importance) and weight of constructs (relative importance) of organizational creativity that lead to innovation. We employed Multicriteria Decision Analysis with the PAPRIKA method, which combines the advantages of numerical and verbal decision making. The creativity constructs were elicited from a detailed review of the literature from Scopus and Web of Science databases. The results contribute to the expansion of the current theory of creativity, with the application of a new method to the object and management practices.  


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Author Biographies

Fellipe Silva Martins, Universidade Nove de Julho

Currently a PhD candidate at Universidade Nove de Julho Management Graduate School. Specializes in research on crises, their triggers and consequences for organizations and their strategies. Professor at Universidade Nove de Julho – UNINOVE

Eduardo Biagi Almeida Santos, Universidade Nove de Julho

PhD in management from Universidade Nove de Julho. Specializes in research on consumer behavior and environmental psychology, especially in environmental clues and their effects on customer behavior. Professor at Universidade Nove de Julho – UNINOVE.

Leonardo Vils, Universidade Nove de Julho

Currently a PhD candidate at Universidade Nove de Julho Management Graduate School. Specializes in research on construal level, green and environmental marketing. Professor at Universidade Nove de Julho – UNINOVE, Environmental Management and Sustainability master’s program.


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