role of innovation and creativity in optimizing organization performance.

This conceptual paper explores the definitions of creativity and innovation in strategic management syle. It then critically evaluates the institutionalizing creativity and innovation in the organizations. Based on review of literatures by considering the role of innovation and openness innovation for institutionalizing creativity and innovation in the organizations, three critical factors discussed and examined; planning, organizational culture and organizational structure. all organizations need new ideas and fresh and exquisite views to be sustainable. new thoughts and opinions blown a soul into organization body and save it from destruction.