Organizational creativity research has focused extensively on distinguishing creativity from routine, non-creative work. In this conceptual article, we examine the less considered issue of variation in the type of creative ideas. Starting from the premise that creativity occurs along a continuum that can range from incremental to radical, we propose that unpacking variation in the mix of novelty and two common conceptions of usefulness-feasibility and value-results in seven meaningfully different types of creativity. We group these types of creativity into four creative continua scaled according to novelty to provide an organizing framework for future research.
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