The Role of Creativity and Innovation in The Success of Small Businesses in East Nusa Tenggara
DOI:
https://doi.org/10.55583/ijisim.v4i1.2537Keywords:
creativity, innovation, business successAbstract
This study aims to analyze the role of creativity and innovation in the success of small businesses in East Nusa Tenggara. The method used in this research is a literature review with a qualitative descriptive approach, utilizing various scientific journals as data sources. The results show that creativity plays a role in generating new ideas that can be developed into business opportunities, while innovation plays a role in implementing these ideas into products or services that have economic value. Furthermore, creativity and innovation simultaneously exert a significant influence on business success. Therefore, business actors must continuously cultivate creativity and innovation to survive and compete in the modern era.
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