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PurposeSustainable development is key to firms' competitiveness, survival, growth and profitability, although sustainability emerges as a great challenge. The aim of this study is to analyze the links between organizational creativity (which integrates sustainability orientation), sustainability-oriented innovation and the multidimensionality of firms' sustainability performance.Design/methodology/approachA total of 417 valid responses from manufacturing SMEs were collected through a questionnaire. PLS-SEM is the statistical technique used in the hypothesis testing.Findings Organizational creativity (which integrates sustainability orientation) and sustainability-oriented innovation are positively associated with economic sustainability performance, environmental sustainability performance and social sustainability performance; sustainability-oriented innovation has a partial mediation effect on the relationship between organizational creativity and economic, environmental, and social sustainability performance; and organizational creativity (which integrates sustainability orientation) has a positive effect on sustainability-oriented innovation.Originality/valueSustainability orientation is integrated into organizational creativity without limiting it, sustainability-oriented innovation encompasses innovation and sustainability in all its breadth without forgetting the innovation process openness, and firm's sustainability performance has a multidimensional approach. Such innovation and creativity contribute – in an interconnected way – to sustainable development, as well as overcoming sustainability challenges and firms' barriers to sustainability. Likewise, the aforementioned creativity must be implemented throughout the company, even beyond its contribution to the innovation process. Thus, the implementation of new ideas, thoughts, perspectives, views, and mental models – fruit of the described creative process – will generate new models and paths in which firms' profitability, growth and survival are related with overcoming environmental and social problems.

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Resumen: La cultura de innovación tiene un papel central en la capacidad de innovación de las organizaciones. Así como un destacable efecto sobre la competitividad. Ante su relevancia es indispensable determinar una serie de herramientas para adaptarla a las necesidades e idiosincrasia de cada empresa a lo largo de diferentes periodos de tiempo. En este trabajo se aborda la gestión de la cultura de innovación desde la dirección del personal y de los equipos de trabajo, fruto de reconocer el papel central de las personas en la cultura y la innovación. Inevitablemente, las personas deben ser el punto central en cualquier cultura corporativa, especialmente en su enfoque hacia la innovación. De hecho, una instrumentación efectiva en la creación y mantenimiento de un lugar de encuentro y expresión de las personas es un requerimiento ineludible. Palabras clave: cultura de innovación; dirección del personal; trabajo en equipo; innovación.