“…If, in the past, artisanal products had a long life cycle, today, tends to be increasingly short, influenced by cultural and social changes. In this new scenario, the term creativity is presented as an essential factor that helps in generating ideas to create new products (PAGE;SCHIRR, 2008;GONZÁLEZ et al, 2014), create new processes (CHESBROUGH, 2011), improve the characteristics of current products (AMARAL; ROZENFELD, 2001;GONZÁLEZ;TOLEDO, 2012).…”