الإبداع ومن ثم الابتكار: توليفة داعمة للمقاولاتية وبناء الميزة التنافسية لمنظمات الأعمال: تجارب شركات رائدة

Abstract EN

The study aims to try to identify the contribution of the combination of creativity and then innovation in supporting entrepreneurship and building the competitive advantage of business organizations, by presenting the experiences of three leading companies: alMarai company, apple company and Unilever company.

finally, this study concluded that creativity and innovation are among the most important entrances and sources of support for entrepreneurship and building the competitive advantage of organizations, which allows them to keep pace with the various changes taking place in their business environment and meet the desires and expectations of customers that are the basis of their existence and success.

finally, the study recommended business organizations to adopt new production methods to improve design and quality, and / or to create a new product or service of high quality in line with the aspirations of customers even if it requires a high cost in the short term, and to allocate annual financial contributions to research and development and to support innovation from their profits, and this according to a clear strategy for innovation in its fields of work.