Creativity and innovation became essential issues in the organizational environments, by revealing their importance to achieve the differential in dynamic markets. In this scenario, this article aims show how the relationship between creativity and product innovation is approached in scientific studies and suggest future research themes. Hence, a literature review was made using as a research source the "Periódicos Capes", which after the filter, lead to the analysis of 40 papers published in the period 1990 to 2011. Examining the amount of publications per year, it was observed an increase in published articles of this thematic in the last five years, but despite this there is a gap in detailing the relationship between creativity and product innovation. As result, it this would propose that the creativity can be present in different ways in perspective to the innovation process: it's conception, development or improvement, according to the integrative model proposed. This suggests that future research look into studies about the relationship between creativity and product innovation, applying research methods such as the action research, for example.
Creativity, considered a skill that provides innovation, either in the creation of new products or their improvement, needs to be exercised in order to be. Thus, creativity techniques are being increasingly studied; however there are still few empirical studies on the subject. This article aims to evaluate the application of a creativity technique in two communities that produce handicraft products in the state of Rio Grande do Norte. Through a literature review, we found a total of 74 creativity techniques from which we chose the SCAMPER technique. It provides improved products, is easy to apply, and is suitable for target audience with low level of education. The results demonstrated that the technique presented satisfactory performance on improvement of product characteristics. However, the participant's creative knowledge must be taken into account before its application.
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