A Framework for Employee Creative and Innovative Behaviour Idea Journey

This paper aims to propose an employee idea journey that addresses the theoretical conceptual challenge between creative behaviour and innovative behaviour. An integrative literature review approach was adopted by examining past literature related to creative and innovative behaviour which revealed that the employee idea journey begins with idea exploration and idea generation to mark creative behaviour efforts. The process proceeds to idea championing and idea implementation to mark innovative behaviour efforts. The proposed idea journey model captures these components which enable leaders to correctly demarcate creative behaviours and innovative behaviours through a step-by-step approach. Future studies should observe more on the the separation between creative and innovative behaviour concepts and illustrate how the two are related and are impacted by leadership, individual and organisational factors