Examining the relationship between creativity and innovation: A meta-analysis of organizational, cultural, and environmental factors

•A strong positive relationship between creativity and innovation specially at individual level•Larger firms exhibit a stronger relationship between creativity and innovation than smaller firms•Surprisingly, the relationship between creativity and innovation is weaker in firms operating in high-technology industries comparing to those in low-technology industries.•Inverse U-shape moderating effect of uncertainty avoidance on the creativity-innovation link.

It is generally believed that creativity enhances innovative activities. However, empirical research regarding the impact of creativity on innovation, although positive, has produced a wide range of results. In this study, we conduct a meta-analysis of 52 empirical samples comprising 10,538 observations to test the nature of this relationship, and in particular how organizational, environmental, and cultural factors moderate the creativity-innovation link. We find a strong positive relationship between creativity and innovation, especially at the individual level. In addition, we find intriguing moderating effects in which the relationship between creativity and innovation is stronger for large firms, process innovations, and low-tech industries relative to small firms, product innovations, and high-tech industries. Further, we find that moderate levels of uncertainty avoidance maximize the correlation between creativity and innovation. We conclude by discussing theoretical and managerial implications and offering suggestions for future research in the entrepreneurship and innovation literature.