Creativity and innovation: As engines of business development

This article analyzes creativity and innovation as key elements of business development. In this sense, new interpretations are offered from an extensive literature review that identifies, analyzes and discusses the reasons why creativity and innovation allow greater possibilities of achieving success in companies. In order to collect the information, a documentary methodology of an analytical-descriptive nature was used, which retrieved, examined and discussed the theoretical contributions of fifty national and international authors. The results suggest that creativity and innovation facilitates the generation of new ideas and marketing proposals that lead companies to be more productive and competitive in markets mediated by economic crises, exacerbated commercial competition and the constant financial changes of the present. Finally, it is observed that the inclusion of these elements favors the commercial-economic-social growth of the enterprises.