Interfacing Creativity and Innovation: The Role of Managerial Perceptions and Decision Making

Creativity and innovation are an essential part of business success in the modern world, yet there is limited evidence-based understanding of how creativity and innovation are linked. This study seeks to increase understanding of the practical relationship between creativity and innovation by examining the relationships between the creativity of an idea, managerial perceptions, and managerial endorsements of the idea. Results suggest that the creativity of an idea represents inherent value that encourages managers to endorse the idea for further recommendation even when the idea is perceived as risky. Additionally, more creative ideas are only perceived to be more risky when openness to experience is controlled. Further, complex effects of openness to experience and a prevention regulatory focus are explored.