Abstract & Overview
This research addresses the concept of creativity from a management perspective and, as such, can be managed and developed by managers in business, new or traditional. Thus, the study aims to understand the management of creativity in the scenario of the managers of a startup graduated in the Armazém da Criatividade in Caruaru-PE. Concomitantly, the creative process is correlated as a precursor of innovation to inspire other managers. For the purposes of method, a qualitative research of explanatory character was carried out, collecting the data through oral history and discussed and analyzed through content analysis. The results found demonstrate the subjectivity of people's relationship with creativity, and the need for managers to reflect on the quality of professionals, the importance of generating knowledge about the market in which they operate and being integrated with business and knowledge networks in innovation environments.