Creativity is an ever-increasing theme of interest in the context of management due to its importance for the innovation process. Current literature suggests that the interaction between the concepts of innovation and creativity is not clear, being that the absence of referential frameworks with basis on the systemic approach in the relation between creativity and innovation identified in current studies. Considering the difficulty to deeping by traditional research approaches, this study aims at contributing originally for clarifying the relation between creativity and innovation by analyzing it under the point of view of three domains: Design, Haute Cuisine and Art. The study articulates two investigation methods structured in two parts: (i) literature review and (ii) systematic literature review. Both methods are bound to the construction of a theoretical framework which points out contributes of the studied domains for the optimization of creative processes in the organizational context. The study suggests the existence of three integrated models of creativity management in the context of innovation, each one referring to a given domain analyzed. The framework presented is featured as a contribute for enterprises in the search for new creativity management models for innovation, as well as a starting point for the conception of a more robust theoretical body for the study of creative processes in different domains in the context of innovation.