“…As a company grows, creativity becomes more essential because it has the ability to bring new ideas to bear in challenging situations (Crovini et al, 2021;Melnyk et al, 2021;Rakshit et al, 2021). Business intelligences will be able to create something new that attracts prospective customers as soon as they are capable of thinking beyond what is already accessible (Ahokangas et al, 2021;Andronikidis et al, 2021;Scuotto et al, 2021). As the capacity to create something new and suitable for a specific situation, both innovation and creativity are defined, they play an essential role in the creation of new companies as well as the survival of current ones operating on a worldwide level (Bodlaj & Čater, 2022;Canhoto et al, 2021;Cerchione et al, 2016).…”