Creativity ambidexterity and sustainable business: Taking advantage of creative thinking techniques

Abstract

This study proposes the importance of creative ambidexterity, a concept that comprises two central components: appropriate creativity and original creativity. We examine the link between self-assessed creative behaviours and creative thinking techniques (convergent and divergent thinking) as these links relate to creative ambidexterity. Using exploratory and confirmatory analyses, we show that while creative behaviours lead to appropriate creativity, the relationship among creative behaviours, convergent thinking, and appropriate creativity is stronger. Moreover, while creative behaviours can also lead to original creativity, the relationship among creative behaviours, divergent thinking, and original creativity, enhanced by a positive social environment, is stronger. Our analyses also suggest that convergent thinking has an intervening role in creative ambidexterity, providing the antecedent to both appropriate creativity and original creativity. By incorporating creative thinking techniques in leadership, job training, and skills development, managers can leverage creative behaviours for either appropriate or original solutions or both to benefit their organisations.