“…Although in recent years creativity and innovation are presented as related and strongly associated concepts (ISAR; ANHEIER, 2010), strictly speaking, they have distinct theoretical traditions. Creativity is rooted in psychological approaches (e.g., AMABILE, 1996;BODEN, 1994;CSIKSZENTMIHALYI, 1996;ROAZZI;SOUZA, 1997;OSTROWER, 2009), whereas innovation is grounded in aspects of economic theory, technology, and entrepreneurship (MAZZONI;STRACHMAN, 2012;MCMULLAN;KENWORTHY, 2015;SCHUMPETER, 1961SCHUMPETER, , 1982. Historically, creativity studies focus more on cognitive and psychosocial processes for generating new ideas or products, while those on innovation focus primarily on contextual processes, for deployment and transfer / dissemination of tangible and intangible innovative technologies (HAMMOND et al, 2011;HÜLSHEGER et al, 2009).…”