The major concern of employees during times of war and conflict is apparently physical survival. But how are top managers of small-sized companies enhancing the generation of novel and useful ideas by their employees in such physically dangerous business environments? In Afghanistan, as a war-torn country, this research examined for the first time how getting closer to employees-which is conceptualized as internal marketing orientation culture in our study-directly affects the generation of novel and useful ideas by employees in the workplace. Our analysis is based on survey data from 81 newly established small-sized companies in Afghanistan. Results indicate a mediating role of employees' perceived psychological safety on the relationship between internal market orientation culture and employees' creative work involvement. Moreover, we discuss the impact of employees' creative work involvement on small-sized firm competitiveness improvement in general. Finally, we extend our implications in the context of the componential theory model of creativity, which might also serve as a framework for future research.